Museum Marketing and Strategy Designing Missions, Building Audiences, Generating Revenue and Resources

ISBN-10: 0787996912
ISBN-13: 9780787996918
Edition: 2nd 2008
List price: $78.00 Buy it from $29.61
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Description: This new edition of the bestselling guide on marketing for museums is thoroughly updated, addressing the growing impact of technology, shifts in museum branding and marketing strategy, and also adds international case studies. Written by Neil Kotler  More...

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Book details

List price: $78.00
Edition: 2nd
Copyright year: 2008
Publisher: John Wiley & Sons, Incorporated
Publication date: 8/11/2008
Binding: Hardcover
Pages: 544
Size: 7.25" wide x 9.50" long x 1.50" tall
Weight: 2.442
Language: English

This new edition of the bestselling guide on marketing for museums is thoroughly updated, addressing the growing impact of technology, shifts in museum branding and marketing strategy, and also adds international case studies. Written by Neil Kotler along with his brother Phillip, the father of modern marketing, this book reflects the changing museum world. The rapid growth in the number museums worldwide, coupled with greater receptivity on the part of museum managers and boards regarding marketing solutions has created an atmosphere in which museum managers are seeking ways to be more strategic and creative in order to reach their institution's goals.

Wesley Schultz is Professor of Psychology at California State University, San Marcos. His expertise is in social psychology, environmental psychology, and statistics. His work in these areas has focused particularly on social influence, and effective strategies for promoting conservation behavior. He has published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002), Attitudes and Opinions (Erlbaum, 2005), and Social Psychology: An Applied Perspective (Prentice-Hall, 2000). Over the past 10 years, he has published more than 40 book chapters and peer-reviewed articles, and given hundreds of professional and invited presentations around the world. In addition to his academic research and teaching, Professor Schultz maintains an active schedule of training and consulting with organizations interested in developing and implementing principles of social marketing. He has worked on projects for a variety of organizations, including the Environmental Protection Agency, National Institute of General Medical Science, National Institute of Justice, Keep America Beautiful, California Integrated Waste Management Board, and Opower. His work has been featured in Business Week, the NY Times, BBC International, National Public Radio, Time Magazine, and numerous other media outlets.Philip Kotler is the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Chicago. Kellogg was voted the �Best Business School� for six years in Business Week�s survey of United States business schools. It is also rated as the �Best Business School for the Teaching of Marketing.� Professor Kotler has significantly contributed to Kellogg�s success through his many years of research and teaching there.He received his master�s degree at the University of Chicago and his Ph.D. degree at MIT, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.Professor Kotler is the author of Marketing Management, the most widely adopted marketing book in MBA programs; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; High Visibility; Social Marketing; Marketing Places; Marketing for Hospitality and Tourism; Museum Strategy and Marketing; Standing Room Only; The Marketing of Nations, and Kotler on Marketing. He has published over 100 articles in leading journals, several of which have received best-article awards.He has been Chairman of the College of Marketing of the Institute of Management Sciences, Director of the American Marketing Association, Trustee of the Marketing Science Institute, Director of the MAC Group, former member of the Yankelovich Advisory Board, and member of the Copernicus Advisory Board. He has been a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the Advisory Board of the Drucker Foundation.

Figures, Tables, and Exhibits
Model Museum Practices
Preface
Acknowledgments
The Authors
Museums and Marketing
The Diverse World of Museums
Museum Experiences
What Is a Museum?
Origin and Evolution of Museums
Summary
The Role of Museum Marketing
Exchange Transactions and Relationships
A Role of a Marketer
The Marketing Concept
Strategic Marketing
Marketing Core Concepts
Developing Marketing Plans
Characteristics of a Consumer-Centered Museum
The Impact of the Digital Revolution on Marketing
Summary
Model Museum Practice: Museum of Science, Boston
Strategic Marketing
Moving to Strategic Planning
Strategic Planning
Strategic Market Planning Process
The Environmental Scan
Undertaking a Marketing Audit
Summary
Model Museum Practice: National Gallery of Victoria
Choosing a Mission and Core Strategy
A Museum Chooses Its Mission
Setting the Core Marketing Strategy
Product Portfolio Strategy
Organizational Structure and Culture
Human Resources
Summary
Model Museum Practice: The Strong National Museum of Play
Applying Market Segmentation, Targeting, Positioning, and Branding
Approaches to Markets
Steps in Segmentation, Targeting, and Positioning
Bases for Segmenting Markets
Targeting Specific Market Segments
Positioning the Museum and Its Offerings
Museum Branding and Brands
Summary
Model Museum Practice: Chicago History Museum
Museum Challenges and Opportunities
Building Audiences
Attracting and Retaining an Audience
Attracting New Audiences
Information Gathering
Decision Evaluation
Decision Execution
Postpurchase Assessment and Action
Summary
Model Museum Practice: Fonthill Museum
Attracting Financial Resources
The Impact of Economic Cycles on Museums
Museum Revenue Sources
Government Support
Earned Income
Attracting and Managing Donors
Fundraising Goals and Strategy
Investment Income
Improving Business Practices to Augment Income
Financing Opportunities
Summary
Model Museum Practice: The Freer and Sackler Galleries
Tactical Marketing
Carrying Out Marketing Research
Museum Applications of Marketing Research
Major Types of Museum Research
Before Beginning the Research
Data Sources and Research Tools
Steps in the Marketing Survey Process
Marketing Research Budgeting
Resistance to Marketing Research
Summary
Model Museum Practice: The Newark Museum
Developing Attractive Offerings
Collections and Exhibitions
Museum Programs
Museum Experiences
Museum Services
Purchasable Products
Summary
Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawa
Distributing the Museum's Offerings and Services
Distribution Channel Structure
Branch Museums
Traveling Exhibitions and Loans
Off-Site Programs
Museum Retail Channels
Museum Publications
Electronic Distribution
Consumer Convenience
Summary
Model Museum Practice: Great Britain's Tate
Managing Marketing Communications
The Communication Process
Advertising
Sales Promotion
Direct Marketing
Public Relations
Summary
Model Museum Practice: Museums and E-Communication
Setting Pricing Strategies
Pricing Admission
Pricing Objects Loaned to Other Museums
Pricing Special Exhibitions and Events
Pricing Membership
Pricing Museum Shop Items
Pricing Facility Rental
Pricing Donor Support
Summary
Managing Marketing Operations
Developing Marketing Budgets
Marketing Implementation
Power Relationships in Organizations
Marketing Information and Control Systems
Summary
Conclusion
Securing the Future of Museums
Museums and Marketing
Achieving Expanded and Diverse Audiences
Expanding Capacity and Developing Exhibitions and Programs
Museum Partnerships
Encouraging Future Visitors and Experiences
Online Resources
References
Index
Continuation of the Copyright Page

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