Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources
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Abstract
MUSEUMS FACE THE TWENTY--FIRST CENTURY. The Diverse World of Museums. Strategic Museum Challenges: Mission, Audience, and Funding. STRATEGIC PLANNING FOR MUSEUMS. Museums Turn to Strategic Planning. Understanding Museum Audiences. Applying Market Segmentation, Targeting, and Positioning. STRATEGIES AND TOOLS FOR MUSEUM DEVELOPMENT. Using Marketing Research and Information--Gathering Tools. Developing Attractive Offerings: Exhibitions, Programs, Experiences, Services. Distributing the Museum's Offerings and Services. Communicating and Promoting: Image and Brand Building, Advertising, Public Relations, Direct Marketing, and Sales. Setting Pricing and Revenue--Building Strategies. Attracting Resources: Building Member, Volunteer, and Donor Support. Developing the Marketing Organization: Plans, Budgets, Implementation, and Control. Conclusion: Securing the Future of Museums.