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International marketing professionals working in and with museums
share their latest insights and experiences of attracting and
involving a wide range of constituencies in this stimulating new
book. Whether you're working with a world-class museum brand, or
just beginning to think through what marketing means to your
organisation, you'll be stimulated, excited and enthused by the
imaginative, original - and very often inexpensive - ideas packed
into this book. This series of practical, insightful essays covers
the following key issues: * establishing, developing and managing
the museum's brand * case studies of successful marketing
initiatives large and small * how best to communicate with specific
market sectors * the role of Human Resources in brand development *
establishing a new attraction in a crowded market * marketing in a
brand-hostile environment * analysing your audiences Marketing
professionals from world-class institutions - including London's
National Gallery, Tate Britain and the Natural History Museum -
share their experiences and insights in this volume of specially
commissioned essays.
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