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