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作者： Neil G. Kotler, Philip Kotler, Wendy I. Kotler 著
出 版 社：
出版时间： 2008-8-1字数：版次： 1页数： 511印刷时间： 2008/08/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780787996918包装： 精装内容简介
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
作者简介
Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution.
目录
Figures, Tables, and Exhibits
Model Museum Practices
Preface
Acknowledgments
The Authors
PART ONE: MUSEUMS AND MARKETING
1 The Diverse World of Museums
Museum Experiences
What Is a Museum?
Origin and Evolution of Museums
Summary
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
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
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
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
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
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
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
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
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
11 Managing Marketing Communications
The Communication Process
Advertising
Sales Promotion
Direct Marketing
Public Relations
Summary
Model Museum Practice: Museums and E-Communication
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
13 Managing Marketing Operations
Developing Marketing Budgets
Marketing Implementation
Power Relationships in Organizations
Marketing Information and Control Systems
Summary
CONCLUSION
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 Resources
References
Index
Continuation of the Copyrght Page
