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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.
* The most up-to-date treatment of marketing museums with a global
approach
* Blend of academic and practitioner expertise to appeal to
students and professionals seeking a contemporaryand relevant
approach
* Features a range of international case studies that demonstrate
the museum experience and draw out the particular challenges that
museums and galleries of varying sizes and types face in the global
marketplace
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.
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