Museum Marketing

1. Auflage 2007
ISBN: 978-0-7506-8065-3
Verlag: Routledge

Buch, Englisch, 296 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 456 g

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.

Zielgruppe

UG and PG (Levels 2 and 3) students in museum studies, non-profit marketing and arts management and marketing.<br>Practitioners in the field such as directors, curators and museum or gallery marketing managers and those working in heritage attractions, ministries of arts and culture, local government and regional museums.

Autoren/Hrsg.

Rentschler, Ruth

Hede, Anne-Marie

Fachgebiete

• Interdisziplinäres Wissenschaften Wissenschaft und Gesellschaft | Kulturwissenschaften Museumskunde, Materielle Kultur, Erinnerungskultur
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

ForewordContributorsList of Tables and FiguresAbbreviationsPrefacePart A: Museums: marketing in the Global MarketplacePart B: The Audience Experience in a leisure contextPart C: Marketing, revenue and retailPart D: Museum Marketing CultureBibliographyNotes on authorsIndex

Über Autor(innen)

Ruth Rentschler