Museum marketing and strategy : designing missions, building audiences, generating revenue and resources / Neil G. Kotler, Philip Kotler, Wendy I. Kotler.

Format:

Book

Author/Creator:

Kotler, Neil G., 1941-

Contributor:

Kotler, Philip.

Kotler, Wendy I., 1947-

Kotler, Neil G., 1941-

Benjamin Franklin Library Fund.

Language:

English

Subjects (All):

Museums--Planning.

Museums.

Museums--Marketing.

Museum attendance.

Museum finance.

Physical Description:

xxx, 511 pages : illustrations ; 25 cm

Edition:

Second edition.

Place of Publication:

San Francisco, CA : Jossey-Bass, [2008]

Summary:

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. The book is filled with examples of best practices, programs, problem solving, and organizational behavior. Ten case studies illuminate marketing solutions with contributions from international museum professionals including Ruth Rentschler, Kazuharu Ishida, Sarah Briggs, Mario Bucolo, and Yutaka Mino.

Contents:

Part 1 Museums and Marketing 1

1 The Diverse World of Museums 3

Museum Experiences 4

What Is a Museum? 6

Origin and Evolution of Museums 9

2 The Role of Museum Marketing 21

Exchange Transactions and Relationships 22

A Role of a Marketer 25

The Marketing Concept 26

Strategic Marketing 27

Marketing Core Concepts 30

Developing Marketing Plans 31

Characteristics of a Consumer-Centered Museum 32

The Impact of the Digital Revolution on Marketing 33

Model Museum Practice: Museum of Science, Boston 35

Part 2 Strategic Marketing 41

3 Moving to Strategic Planning 43

Strategic Planning 43

Strategic Market Planning Process 45

The Environmental Scan 45

Undertaking a Marketing Audit 69

Model Museum Practice: National Gallery of Victoria 75

4 Choosing a Mission and Core Strategy 83

A Museum Chooses Its Mission 83

Setting the Core Marketing Strategy 93

Product Portfolio Strategy 93

Organizational Structure and Culture 97

Human Resources 100

Model Museum Practice: The Strong National Museum of Play 108

5 Applying Market Segmentation, Targeting, Positioning, and Branding 114

Approaches to Markets 114

Steps in Segmentation, Targeting, and Positioning 115

Bases for Segmenting Markets 118

Targeting Specific Market Segments 129

Positioning the Museum and Its Offerings 130

Museum Branding and Brands 138

Model Museum Practice: Chicago History Museum 144

Part 3 Museum Challenges and Opportunities 151

6 Building Audiences 153

Attracting and Retaining an Audience 154

Attracting New Audiences 168

Information Gathering 177

Decision Evaluation 179

Decision Execution 180

Postpurchase Assessment and Action 180

Model Museum Practice: Fonthill Museum 183

7 Attracting Financial Resources 188

The Impact of Economic Cycles on Museums 188

Museum Revenue Sources 191

Government Support 192

Earned Income 196

Attracting and Managing Donors 215

Fundraising Goals and Strategy 231

Investment Income 236

Improving Business Practices to Augment Income 237

Financing Opportunities 238

Model Museum Practice: The Freer and Sackler Galleries 243

Part 4 Tactical Marketing 247

8 Carrying Out Marketing Research 249

Museum Applications of Marketing Research 250

Major Types of Museum Research 253

Before Beginning the Research 261

Data Sources and Research Tools 261

Steps in the Marketing Survey Process 268

Marketing Research Budgeting 278

Resistance to Marketing Research 278

Model Museum Practice: The Newark Museum 281

9 Developing Attractive Offerings 287

Collections and Exhibitions 290

Museum Programs 298

Museum Experiences 302

Museum Services 307

Purchasable Products 315

Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawa 317

10 Distributing the Museum's Offerings and Services 322

Distribution Channel Structure 323

Branch Museums 325

Traveling Exhibitions and Loans 326

Off-Site Programs 331

Museum Retail Channels 334

Museum Publications 336

Electronic Distribution 339

Consumer Convenience 341

Model Museum Practice: Great Britain's Tate 343

11 Managing Marketing Communications 347

The Communication Process 347

Advertising 349

Sales Promotion 369

Direct Marketing 371

Public Relations 384

Model Museum Practice: Museums and E-Communication 398

12 Setting Pricing Strategies 409

Pricing Admission 411

Pricing Objects Loaned to Other Museums 421

Pricing Special Exhibitions and Events 422

Pricing Membership 423

Pricing Museum Shop Items 424

Pricing Facility Rental 427

Pricing Donor Support 428

13 Managing Marketing Operations 431

Developing Marketing Budgets 431

Marketing Implementation 438

Power Relationships in Organizations 440

Marketing Information and Control Systems 442

14 Securing the Future of Museums 459

Museums and Marketing 460

Achieving Expanded and Diverse Audiences 461

Expanding Capacity and Developing Exhibitions and Programs 462

Museum Partnerships 464

Encouraging Future Visitors and Experiences 466.

Notes:

Rev. ed. of: Museum strategy and marketing. c1998.

Includes bibliographical references (pages 469-482) and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the Benjamin Franklin Library Fund.

Related Work:

Kotler, Neil G., 1941- Museum strategy and marketing.

ISBN:

9780787996918

0787996912

OCLC:

222664910

Online:

Publisher description