Museum Marketing Competing in the Global Marketplace
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Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as customers; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers: * A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia * An approach that reflects the…
Copyright year: 2007
Publication date: 8/3/2007
Size: 6.25" wide x 9.00" long x 0.75" tall
|List of Tables and Figures|
|Museums: marketing in the Global Marketplace|
|The Audience Experience in a leisure context|
|Marketing, revenue and retail|
|Museum Marketing Culture|
|Notes on authors|