Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources
by Philip Kotler, Neil G. Kotler, Wendy I. Kotler
Museum Marketing and Strategy presents a focused examination of how museums can connect mission, audience development, marketing, revenue, and resource generation. Philip Kotler, Neil G. Kotler, and Wendy I. Kotler provide a strategic framework for thinking about the challenges and opportunities facing museum organizations.
About This Book
Museum Marketing and Strategy explores the relationship between institutional mission and effective marketing strategy.
The book addresses ways museums can build and engage audiences through thoughtful planning and communication.
It also considers revenue generation and the development of resources that support museum work.
Written by Philip Kotler, Neil G. Kotler, and Wendy I. Kotler, this title presents museum marketing as a strategic management concern.
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