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Museum Strategy and Marketing:
Designing Missions, Building Audiences,
Generating Revenue and Resources

by Neil and Philip Kotler

 

 

Neil Kotler, program director and coordinator at the Smithsonian, and his brother Philip Kotler, one of the world's leading marketing authorities, combined their experience and expertise to produce this well-respected guide to all phases of museum marketing.

Blending marketing theory and hands-on tools, they present a detailed blueprint for building audience, revenue and resources -- without sacrificing mission. Some of the topics covered include:

• Strategic planning and setting marketing strategy
• Understanding museum audiences and museum-goer decision-making
• Market segmentation, targeting, and positioning
• Using marketing research and information-gathering tools
• Developing attractive offerings: exhibitions, programs, experiences and services
• Image and brand building
• Communicating and promoting through advertising, public relations, direct marketing and sales
• Developing marketing budgets and pricing strategies for membership, admission and facility rentals
• Attracting and building member, volunteer, and donor support

Museum Strategy and Marketing
Published 1998, hardcover, 395 pages
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