Museum marketing [electronic resource] : competing in the global marketplace / edited by Ruth Rentschler and Anne-Marie Hede.
Contributor(s): Rentschler, Ruth [editor.]
| Hede, Anne-Marie [editor.].
Publisher: Amsterdam ; London : Butterworth-Heinemann, 2007Description: xxvi, 270 p. : ill.ISBN: 9780080550428 (e-book).Subject(s): Museums -- Marketing | Advertising -- Museums | Museums -- Public relations | Libraries and Museums | Museology & heritage studies | Sales & marketing management | Sales & marketingGenre/Form: Electronic books.Online resources: View this item online Also available in printed form ISBN 9780750680653Summary: The marketing of museums is becoming increasingly sophisticated in an age of declining public funding. This text clarifies museum marketing in this context and offers new strategies for the development of the sector by examining current marketing theory in a museum setting. 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 particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age'* Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.
| Item type | Current library | Call number | Status | Notes | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
e-book
|
Digital Library Digital Library Browns ebook | 069.068 EBOOK (Browse shelf(Opens below)) | Not for loan | Use your City Account login details. | 3230081930 |
Includes bibliographical references and index.
The marketing of museums is becoming increasingly sophisticated in an age of declining public funding. This text clarifies museum marketing in this context and offers new strategies for the development of the sector by examining current marketing theory in a museum setting. 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 particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age'* Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.
Also available in printed form ISBN 9780750680653
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
