Marketing the museum / Fiona McLean.

Format:

Book

Author/Creator:

McLean, Fiona, 1961-

Language:

English

Subjects (All):

Museums--Marketing.

Museums.

Museums--Management.

Physical Description:

257 p. : ill.

Edition:

1st ed.

Place of Publication:

London ; New York : Routledge, 1997.

Language Note:

English

Summary:

The ideal guide to the ways in which museums can achieve a marketing orientation. It is essential reading for museum professionals, students and anyone in the heritage industry around the world.

Contents:

part, Part I Issues and challenges

chapter Introduction

chapter 1 The museum context

chapter 2 The marketing context

chapter 3 The museum's environment

chapter 4 Museums and the public

part, Part II The practice

chapter 5 The museum's markets

chapter 6 The museum product

chapter 7 Communicating the museum product

chapter 8 Resource attraction

chapter 9 Implementing the marketing effort

chapter 10 Future developments for marketing the museum.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (p. 232-245) and index.

ISBN:

1-134-74315-7

9786610331208

1-134-74316-5

1-280-33120-8

0-585-45329-2

0-203-03366-3

9780203033661

OCLC:

560389430