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Museum Marketing Competing in the Global Marketplace

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ISBN-10: 0750680652

ISBN-13: 9780750680653

Edition: 2007

Authors: Ruth Rentschler, Anne-Marie Hede

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Description:

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…    
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Book details

Copyright year: 2007
Publisher: Routledge
Publication date: 8/3/2007
Binding: Paperback
Pages: 296
Size: 6.25" wide x 9.00" long x 0.75" tall
Weight: 0.990
Language: English

Foreword
Contributors
List of Tables and Figures
Abbreviations
Preface
Museums: marketing in the Global Marketplace
The Audience Experience in a leisure context
Marketing, revenue and retail
Museum Marketing Culture
Bibliography
Notes on authors
Index