Museum Marketing and Strategy

Philip Kotler и Wendy Kotler

Тип: PDF книга

Жанр: Зарубежная деловая литература

Язык: на английском языке

Издательство: John Wiley & Sons Limited

Дата публикации: 25.04.2024

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О книге: This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum′s mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to Define the exchange process between a museum′s offerings and consumer value Differentiate a museum and communicate its unique value in a competitive marketplace Find, create, and retain consumers and convert visitors to members and members to volunteers and donors Plan strategically and maximize marketing′s value Achieve financial stability Develop a consumer-centered museum