Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources

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Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources

Format:  Hardcover,

511 pages

Publisher: John Wiley & Sons Inc

Publish Date: Aug 2008

ISBN-13: 9780787996918

ISBN-10: 0787996912

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Book Information

The following content was provided by the publisher.
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 toDefine the exchange process between a museum's offerings and consumer valueDifferentiate a museum and communicate its unique value in a competitive marketplaceFind, create, and retain consumers and convert visitors to members and members to volunteers and donorsPlan strategically and maximize marketing's valueAchieve financial stabilityDevelop a consumer-centered museum

Specifications

Publisher: John Wiley & Sons Inc
Publish Date: Aug 2008
ISBN-13: 9780787996918
ISBN-10: 0787996912
Format: Hardcover
Number of Pages: 511
Shipping Weight (in pounds): 2.18
Product in Inches (L x W x H): 7.25 x 9.5 x 1.5

Chapter outline

Figures, Tables, and Exhibitsp. xiii
Model Museum Practicesp. xvii
Prefacep. xxi
Acknowledgmentsp. xxvii
The Authorsp. xxix
Museums and Marketingp. 1
The Diverse World of Museumsp. 3
Museum Experiencesp. 4
What Is a Museum?p. 6
Origin and Evolution of Museumsp. 9
Summaryp. 19
The Role of Museum Marketingp. 21
Exchange Transactions and Relationshipsp. 22
A Role of a Marketerp. 25
The Marketing Conceptp. 26
Strategic Marketingp. 27
Marketing Core Conceptsp. 30
Developing Marketing Plansp. 31
Characteristics of a Consumer-Centered Museump. 32
The Impact of the Digital Revolution on Marketingp. 33
Summaryp. 34
Model Museum Practice: Museum of Science, Bostonp. 35
Strategic Marketingp. 41
Moving to Strategic Planningp. 43
Strategic Planningp. 43
Strategic Market Planning Processp. 45
The Environmental Scanp. 45
Undertaking a Marketing Auditp. 69
Summaryp. 73
Model Museum Practice: National Gallery of Victoriap. 75
Choosing a Mission and Core Strategyp. 83
A Museum Chooses Its Missionp. 83
Setting the Core Marketing Strategyp. 93
Product Portfolio Strategyp. 93
Organizational Structure and Culturep. 97
Human Resourcesp. 100
Summaryp. 108
Model Museum Practice: The Strong National Museum of Playp. 108
Applying Market Segmentation, Targeting, Positioning, and Brandingp. 114
Approaches to Marketsp. 114
Steps in Segmentation, Targeting, and Positioningp. 115
Bases for Segmenting Marketsp. 118
Targeting Specific Market Segmentsp. 129
Positioning the Museum and Its Offeringsp. 130
Museum Branding and Brandsp. 138
Summaryp. 143
Model Museum Practice: Chicago History Museump. 144
Museum Challenges and Opportunitiesp. 151
Building Audiencesp. 153
Attracting and Retaining an Audiencep. 154
Attracting New Audiencesp. 168
Information Gatheringp. 177
Decision Evaluationp. 179
Decision Executionp. 180
Postpurchase Assessment and Actionp. 180
Summaryp. 182
Model Museum Practice: Fonthill Museump. 183
Attracting Financial Resourcesp. 188
The Impact of Economic Cycles on Museumsp. 188
Museum Revenue Sourcesp. 191
Government Supportp. 192
Earned Incomep. 196
Attracting and Managing Donorsp. 215
Fundraising Goals and Strategyp. 231
Investment Incomep. 236
Improving Business Practices to Augment Incomep. 237
Financing Opportunitiesp. 238
Summaryp. 241
Model Museum Practice: The Freer and Sackler Galleriesp. 243
Tactical Marketingp. 247
Carrying Out Marketing Researchp. 249
Museum Applications of Marketing Researchp. 250
Major Types of Museum Researchp. 253
Before Beginning the Researchp. 261
Data Sources and Research Toolsp. 261
Steps in the Marketing Survey Processp. 268
Marketing Research Budgetingp. 278
Resistance to Marketing Researchp. 278
Summaryp. 280
Model Museum Practice: The Newark Museump. 281
Developing Attractive Offeringsp. 287
Collections and Exhibitionsp. 290
Museum Programsp. 298
Museum Experiencesp. 302
Museum Servicesp. 307
Purchasable Productsp. 315
Summaryp. 316
Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawap. 317
Distributing the Museum's Offerings and Servicesp. 322
Distribution Channel Structurep. 323
Branch Museumsp. 325
Traveling Exhibitions and Loansp. 326
Off-Site Programsp. 331
Museum Retail Channelsp. 334
Museum Publicationsp. 336
Electronic Distributionp. 339
Consumer Conveniencep. 341
Summaryp. 342
Model Museum Practice: Great Britain's Tatep. 343
Managing Marketing Communicationsp. 347
The Communication Processp. 347
Advertisingp. 349
Sales Promotionp. 369
Direct Marketingp. 371
Public Relationsp. 384
Summaryp. 396
Model Museum Practice: Museums and E-Communicationp. 398
Setting Pricing Strategiesp. 409
Pricing Admissionp. 411
Pricing Objects Loaned to Other Museumsp. 421
Pricing Special Exhibitions and Eventsp. 422
Pricing Membershipp. 423
Pricing Museum Shop Itemsp. 424
Pricing Facility Rentalp. 427
Pricing Donor Supportp. 428
Summaryp. 428
Managing Marketing Operationsp. 431
Developing Marketing Budgetsp. 431
Marketing Implementationp. 438
Power Relationships in Organizationsp. 440
Marketing Information and Control Systemsp. 442
Summaryp. 454
Conclusionp. 457
Securing the Future of Museumsp. 459
Museums and Marketingp. 460
Achieving Expanded and Diverse Audiencesp. 461
Expanding Capacity and Developing Exhibitions and Programsp. 462
Museum Partnershipsp. 464
Encouraging Future Visitors and Experiencesp. 466
Online Resourcesp. 469
Referencesp. 471
Indexp. 483
Continuation of the Copyright Pagep. 509

Book description

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

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