Museum marketing and strategy designing missions building audiences generating revenue and resources 2nd Edition by Neil G Kotler ISBN 0787996912 9780787996918

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ISBN 10: 0787996912 
ISBN 13: 9780787996918
Author: Neil G Kotler 

This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum’s mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to

• Define the exchange process between a museum’s offerings and consumer value
• Differentiate a museum and communicate its unique value in a competitive marketplace
• Find, create, and retain consumers and convert visitors to members and members to volunteers and donors
• Plan strategically and maximize marketing’s value
• Achieve financial stability
• Develop a consumer-centered museum

Museum marketing and strategy designing missions building audiences generating revenue and resources 2nd Table of contents:

PART ONE: MUSEUMS AND MARKETING

Chapter 1: The Diverse World of Museums

• Museum Experiences

• What Is a Museum?

• Origin and Evolution of Museums

• Summary

Chapter 2: The Role of Museum Marketing

• Exchange Transactions and Relationships

• The Role of a Marketer

• The Marketing Concept

• Strategic Marketing

• Marketing Core Concepts

• Developing Marketing Plans

• Characteristics of a Consumer-Centered Museum

• The Impact of the Digital Revolution on Marketing

• Summary

• Model Museum Practice: Museum of Science, Boston

PART TWO: STRATEGIC MARKETING

Chapter 3: Moving to Strategic Planning

• Strategic Planning

• Strategic Market Planning Process

• The Environmental Scan

• Undertaking a Marketing Audit

• Summary

• Model Museum Practice: National Gallery of Victoria

Chapter 4: Choosing a Mission and Core Strategy

• A Museum Chooses Its Mission

• Setting the Core Marketing Strategy

• Product Portfolio Strategy

• Organizational Structure and Culture

• Human Resources

• Summary

• Model Museum Practice: The Strong National Museum of Play 

Chapter 5: Applying Market Segmentation, Targeting, Positioning, and Branding

• Approaches to Markets

• Steps in Segmenting, Targeting, and Positioning

• Bases for Segmenting Markets

• Targeting Specific Market Segments

• Positioning the Museum and Its Offerings

• Museum Branding and Brands

• Summary

• Model Museum Practice: Chicago History Museum 

PART THREE: MUSEUM CHALLENGES AND OPPORTUNITIES

Chapter 6: Building Audiences

• Attracting and Retaining an Audience

• Attracting New Audiences

• Information Gathering

• Decision Evaluation

• Decision Execution

• Postpurchase Assessment and Action

• Summary

• Model Museum Practice: Fonthill Museum 

Chapter 7: Attracting Financial Resources

• The Impact of Economic Cycles on Museums

• Museum Revenue Sources

• Government Support

• Earned Income

• Attracting and Managing Donors

• Fundraising Goals and Strategy

• Investment Income

• Improving Business Practices to Augment Income

• Financing Opportunities

• Summary

• Model Museum Practice: The Freer and Sackler Galleries 

PART FOUR: TACTICAL MARKETING

Chapter 8: Carrying Out Marketing Research

• Museum Applications of Marketing Research

• Major Types of Museum Research

• Before Beginning the Research

• Data Sources and Research Tools

• Steps in the Marketing Survey Process

• Marketing Research Budgeting

• Resistance to Marketing Research

• Summary

• Model Museum Practice: The Newark Museum 

Chapter 9: Developing Attractive Offerings

• Collections and Exhibitions

• Museum Programs

• Museum Experiences

• Museum Services

• Purchasable Products

• Summary

• Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawa 

Chapter 10: Distributing the Museum’s Offerings and Services

• Distribution Channel Structure

• Branch Museums

• Traveling Exhibitions and Loans

• Off-Site Programs

• Museum Retail Channels

• Museum Publications

• Electronic Distribution

• Consumer Convenience

• Summary

• Model Museum Practice: Great Britain’s Tate 

Chapter 11: Managing Marketing Communications

• The Communication Process

• Advertising

• Sales Promotion

• Direct Marketing

• Public Relations

• Summary

• Model Museum Practice: Museums and E-Communication 

Chapter 12: Setting Pricing Strategies

• Pricing Admission

• Pricing Objects Loaned to Other Museums

• Pricing Special Exhibitions and Events

• Pricing Membership

• Pricing Museum Shop Items

• Pricing Facility Rental

• Pricing Donor Support

• Summary 

Chapter 13: Managing Marketing Operations

• Developing Marketing Budgets

• Marketing Implementation

• Power Relationships in Organizations

• Marketing Information and Control Systems

• Summary 

Chapter 14: Securing the Future of Museums

• Museums and Marketing

• Achieving Expanded and Diverse Audiences

• Expanding Capacity and Developing Exhibitions and Programs

• Museum Partnerships

• Encouraging Future Visitors and Experiences

• Online Resource 

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Tags: Neil G Kotler, Museum, strategy designing