Marketing the Museum

Marketing the Museum
Author: Fiona Mclean
Publisher: Routledge
Total Pages: 268
Release: 2012-12-06
Genre: Business & Economics
ISBN: 1134743157
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Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.

Museum Marketing and Strategy

Museum Marketing and Strategy
Author: Neil G. Kotler
Publisher: John Wiley & Sons
Total Pages: 547
Release: 2016-08-25
Genre: Business & Economics
ISBN: 1119363748
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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

Museum Marketing
Author: Ruth Rentschler
Publisher: Routledge
Total Pages: 288
Release: 2009-11-04
Genre: Business & Economics
ISBN: 1136377425
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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.

Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions

Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions
Author: Ylva French
Publisher: Taylor & Francis
Total Pages: 377
Release: 2011-06-09
Genre: Social Science
ISBN: 1136702318
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Visitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future. A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns. Population patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions.

Museum Marketization

Museum Marketization
Author: Karin M. Ekström
Publisher: Routledge
Total Pages: 322
Release: 2019-12-06
Genre: Business & Economics
ISBN: 0429686064
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This wide-ranging book explores the impact of marketization on the creative industries. With critical perspectives from a variety of disciplines and global experts, numerous examples from international cultural institutions are employed to illuminate the topic. Culture and business have become increasingly intertwined, and cultural institutions need to be aware of their place in the market. Commercial awareness, which was previously disparaged, is now seen as a legitimate and necessary response to increased competition, enhancing experience, increasing accessibility, broadening inclusivity and sustainable futures with diminishing funding. The contributions to this book highlight that marketing, public relations, sponsorship and fundraising have become integral to the survival of many museums, galleries and events. Of interest to students and scholars across topics such as arts marketing, arts administration, heritage marketing and museum studies, the book is also insightful for reflective practitioners in the creative sector.

Museum Strategy and Marketing

Museum Strategy and Marketing
Author: Neil G. Kotler
Publisher: Jossey-Bass
Total Pages: 440
Release: 1998-05-08
Genre: Business & Economics
ISBN:
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This guide to marketing for museums has been updated to address the growing impact of technology, shifts in museum branding and marketing strategy, and also it adds international case studies.

Museum Management and Marketing

Museum Management and Marketing
Author: Richard Sandell
Publisher: Routledge
Total Pages: 471
Release: 2007-04-11
Genre: Business & Economics
ISBN: 1134155999
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Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, this Reader investigates the closely linked areas of management and marketing in the museum. The articles, from established and world-renowned contributors, practitioners and writers at the leading edge of their fields, deal with the museum context of management and how marketing and management practices must take account of the specifics of the museum and the not-for-profit ethos. Key writings from broader literature are included, and the collection of key writings on the investigation and study of management and marketing in the museum are of great benefit not only to those studying the subject, but also to professionals working and developing within the field.

Marketing on a Shoestring Budget

Marketing on a Shoestring Budget
Author: Deborah Pitel
Publisher: Rowman & Littlefield
Total Pages: 185
Release: 2016-04-08
Genre: Business & Economics
ISBN: 1442263520
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Here’s a one-stop marketing guide just for small museums and historic sites. In an age when many local historical associations and museums take money from their marketing budget because resources are tight, which can start a vicious cycle of reduced marketing reach, lower visitation, and then even less money for marketing, this guide will help those who need it the most expand their marketing reach as inexpensively as possible. Deborah Pitel covers the pros and cons of each promotional tool so they can judge what is best for their organization. She writes specifically for colleagues who have no formal marketing training and have to work off the “trial and error” method. She covers: Marketing Strategies for Museum Professionals or Anyone Promoting an Event Expanding Your Audience with Little Money Gaining Insight From Small Local Museums and Historic Sites Learning to Use Social Media and Other Free Services to Grow Your Promotional Reach Creating an Website on a Small Budget Examples of successful marketing tools from small museums and historic sites accompany each chapter.

Museum Branding

Museum Branding
Author: Margot Wallace
Publisher: Rowman & Littlefield
Total Pages: 341
Release: 2016-03-07
Genre: Business & Economics
ISBN: 1442263466
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In today's busy world, museums compete for visitors not only with other museums, but also with a worthy selection of cultural institutions from performing arts to libraries. Add to these magnets a slew of enticing leisure activities, from theme parks to jogging trails. Given a weekend afternoon with a little free time to spare, a prospective visitor has a tempting selection of destinations to choose from. Branding a museum helps it stand out from the crowd by giving it an image and personality with which visitors and supporters can identify, increasing their emotional attachment and encouraging them to return. In Museum Branding, Wallace offers clear, practical advice on how to brand a museum department by department, step by step. By highlighting case studies from museums of every type and size, she emphasizes that brains, not budget, create a successful branding effort. This new edition is heavily updated to reflect digital branding from start-to-finish and features three entirely new chapters: Public Relations and Social Media Theaters, Conservation Labs, and Visible Storage Spaces Databases

The Personalization of the Museum Visit

The Personalization of the Museum Visit
Author: Seph Rodney
Publisher: Routledge
Total Pages: 255
Release: 2019-05-13
Genre: Social Science
ISBN: 135169586X
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The Personalization of the Museum Visit examines a fundamental shift in institutional behavior in museums located in the United States and the United Kingdom. Contending that art museums have moved toward a new paradigm of public engagement, it posits that modern museum visitors are treated as self-directed "clients", with the agency to make meaning for themselves. The book then considers how this change has come about, examining factors such as the onset of a new museology, an experience economy, and a marketing revolution. Drawing on extensive research undertaken at Britain’s Tate Modern, the book examines a range of issues, including visitor engagement, curatorial practice, and museum management. A visit experience that is customizable to the individual visitor, in which curators and marketers work together with visitor-clients to create an experience of personalized meaning, is, Rodney argues, rising in prevalence in the art museum field, but it is also being stymied by certain structural impediments. This book examines such obstacles, including institutional division of labor, long-standing conceptions, or misconceptions, of the museum’s mission, and the orientation of museums toward a certain conceptual model of their visitors. The Personalization of the Museum Visit is essential reading for scholars and students engaging with issues of visitor engagement, curatorial practice, and museum management. With a particular focus on the role of business interests and public policy, the book should also be of interest to those undertaking research in fields outside of museum and visitor studies.