Western Australian Museum

Full Record

Museum marketing and strategy : designing missions, building audiences, generating revenue and resources / Neil G. Kotler, Philip Kotler, Wendy I. Kotler

Record no:

60055

Call no:

069.1 KOT

Author:

Kotler, Neil ; Kotler, Philip ; Kotler, Wendy I., 1947-

Edition:

2nd ed.

Publisher:

San Francisco, Calif.: Jossey-Bass

Year:

2008

Description:

xxx, 511 p. : ill. ; 25 cm.

Subject:

Museums - Planning;
Museums - Marketing;
Museums - Visitors;
Museums - Finance;

Isbn:

9780787996918

Notes:

Rev. ed. of: Museum strategy and marketing, c1998.

Type:

Book

Abstract:

"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".

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Contents:

Pt. 1. Museums and marketing -- 1. The diverse world of museums -- 2. The role of museum marketing -- Pt. 2. Strategic marketing -- 3. Moving to strategic planning -- 4. Choosing a mission and core strategy -- 5. Applying market segmentation, targeting,

positioning, and branding -- Pt. 3. Museum challenges and opportunities -- 6. Building audiences -- 7. Attracting financial resources -- Pt. 4. Tactical marketing -- 8. Carrying out marketing research -- 9. Developing attractive offerings -- 10. Distributing the museum's offerings and services -- 11. Managing marketing communications -- 12. Setting pricing strategies -- 13. Managing marketing operations -- Conclusion -- 14. Securing the future of museums.

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Item availability

{ 2 } items found

Result	Links	Location	Library	Shelf no	Status	Year	Volume	Copy
1		Main Library: Museology	Western Australian Museum	069.1 KOT	On Loan
2		Geraldton	Western Australian Museum	069.1 KOT	On Loan