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Preface | |
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Acknowledgements | |
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Introduction: meeting the demands placed on the twenty-first century museum | |
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Museum audiences: their nature, needs and expectations | |
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'Traditional' museum audiences: a quantitative and qualitative analysis | |
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Introduction: the rise of museum visitor studies | |
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Audience segmentation | |
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Market surveys | |
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Quantitative visitor surveys | |
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Qualitative data on visitor expectations, motivations and needs | |
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Discussion: an audience in decline - trends and challenges | |
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Case study: lessons from tourism research | |
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Developing new audiences | |
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Introduction | |
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Social exclusion and museums | |
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Audience development | |
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Audience development planning | |
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Discussion: how will an audience development strategy impact on a museum's public face? | |
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Case study: developing museum content for young children and families with babies/young children | |
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Operating for quality | |
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Stimulating the visit | |
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Introduction | |
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Awareness | |
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Entrenched negative attitudes | |
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The 'wrong' positive perceptions | |
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Positioning the museum | |
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Influencing the visitor agenda | |
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Positive marketing | |
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Marketing to diversify the audience base | |
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Discussion: seven core issues | |
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Case study: repositioning Manchester Art Gallery | |
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Visitor services: operating for quality | |
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Introduction | |
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A central role for visitor services | |
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How do you define quality in a museum visit? | |
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Measuring visit quality | |
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Discussion: managing for quality | |
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Case study: adapting Servqual to measure visitor services quality | |
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Learning in museums | |
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Museums and lifelong learning | |
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Introduction: the rise of 'learning' up the museum agenda | |
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Museums and lifelong learning | |
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Learning theory and museums | |
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Discussion: applying learning theory to museum display and support | |
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Case study: evaluating visitor learning in museums | |
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Use of museums by schools | |
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Introduction: museums and structured educational use | |
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The agenda for structured educational use | |
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How can museums best support schools use? | |
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Discussion: enjoyment and memories come first | |
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Case study: education resource packs/websites | |
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Planned to engage: using interpretation to develop museum displays and associated services | |
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Applying the principles of interpretation to museum display | |
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Introduction: what is interpretation? | |
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Modern museums and interpretation | |
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Defining interpretive principles for museum display | |
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Discussion: the impact of interpretive principles on museum display | |
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Case study: exhibition standards/guidelines | |
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Interpretive master planning | |
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Introduction | |
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Developing an interpretation strategy for a museum service | |
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Developing an interpretation masterplan for a multi-collection museum | |
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Discussion: the role of the project manager | |
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Case study: process mapping | |
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Concept development for museum galleries | |
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Introduction | |
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What: the collections audit | |
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Why: aims and objectives | |
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Who: specific audience targets | |
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How: developing the concept and turning it into reality | |
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Discussion: the impact of interpretive planning | |
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Case study: a design brief for a small gallery at New Walk Museum, Leicester | |
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The engaging museum | |
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Introduction | |
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The 'big picture'-a museum for the twenty-first century | |
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Direct engagement with objects | |
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Discussion: satisfying museum experiences and visitor take-aways | |
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Case study: the visitor response | |
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Bibliography | |