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| Foreword | |
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| Introduction | |
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| What is marketing? | |
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| The marketing audit: internal factors | |
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| Natural History Museum, London | |
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| The marketing audit: external factors | |
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| Long Beach Museum of Art, California | |
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| Designing the marketing strategy | |
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| Penshurst Place and Gardens, Kent | |
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| The marketing plan: traditional techniques | |
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| 'Eternal China' exhibition in California | |
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| Fishbourne Roman Palace and Gardens, Sussex | |
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| Advice from an advertising professional | |
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| Tourism marketing | |
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| Tourism marketing in an overcrowded market place (Bath) | |
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| Marketing: new techniques and how to use them | |
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| The promotion of Hampshire art galleries | |
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| Audience development | |
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| Audience development for the Getty Center, Los Angeles | |
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| Research and evaluation | |
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| Economic impact--'Eternal China', California | |
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| Visitor research--J. Paul Getty Museum, Los Angeles | |
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| The Tate at St Ives, Cornwall | |
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| The Museum of Science and Industry, Manchester | |
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| Principles of public relations | |
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| Public relations strategy | |
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| Creating and promoting Museums Week | |
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| The media overview | |
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| Working with the media | |
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| Press campaign for the George Washington exhibition, Huntingdon Library, San Marino | |
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| Saving the Moran painting for the Bolton Museum and Art Gallery | |
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| How the Angel of the North took the media by storm | |
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| Communicating in a crisis | |
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| Accidents and incidents--some examples | |
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| Dealing with the threat of funding cuts | |
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| Events as part of public relations | |
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| A pre-Christmas event at the Natural History Museum, London | |
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| Evaluating and measuring public relations | |
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| Communicating with staff and stakeholders | |
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| Stakeholders: an example from St Albans, Hertfordshire | |
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| The relationship between marketing, public relations and fund-raising | |
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| Extract, Museums and Galleries Commission Museum Visitor Study (MORI 1999) | |
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| Resources | |
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| References | |
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| Index | |