Museum Marketing and Strategy : Designing Missions, Building Audiences, Generating Revenue and Resources
by Kotler, Neil G.; Kotler, Philip; Kotler, Wendy I.Edition: 2nd
Format: Hardcover
Pub. Date: 2008-08-11
Publisher(s): Jossey-Bass
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Summary
This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to Define the exchange process between a museum's offerings and consumer value Differentiate a museum and communicate its unique value in a competitive marketplace Find, create, and retain consumers and convert visitors to members and members to volunteers and donors Plan strategically and maximize marketing's value Achieve financial stability Develop a consumer-centered museum
Author Biography
Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution.
Philip Kotler is?the S.C. Johnson & Son Professor of International Marketing at Northwestern University's Kellogg School of Management in Evanston, Illinois.
Wendy I. Kotler is an educator and museum consultant of long-standing. She is vice president of Kotler Museum and Cultural Marketing Consultants.
Table of Contents
| Figures, Tables, and Exhibits | p. xiii |
| Model Museum Practices | p. xvii |
| Preface | p. xxi |
| Acknowledgments | p. xxvii |
| The Authors | p. xxix |
| Museums and Marketing | p. 1 |
| The Diverse World of Museums | p. 3 |
| Museum Experiences | p. 4 |
| What Is a Museum? | p. 6 |
| Origin and Evolution of Museums | p. 9 |
| Summary | p. 19 |
| The Role of Museum Marketing | p. 21 |
| Exchange Transactions and Relationships | p. 22 |
| A Role of a Marketer | p. 25 |
| The Marketing Concept | p. 26 |
| Strategic Marketing | p. 27 |
| Marketing Core Concepts | p. 30 |
| Developing Marketing Plans | p. 31 |
| Characteristics of a Consumer-Centered Museum | p. 32 |
| The Impact of the Digital Revolution on Marketing | p. 33 |
| Summary | p. 34 |
| Model Museum Practice: Museum of Science, Boston | p. 35 |
| Strategic Marketing | p. 41 |
| Moving to Strategic Planning | p. 43 |
| Strategic Planning | p. 43 |
| Strategic Market Planning Process | p. 45 |
| The Environmental Scan | p. 45 |
| Undertaking a Marketing Audit | p. 69 |
| Summary | p. 73 |
| Model Museum Practice: National Gallery of Victoria | p. 75 |
| Choosing a Mission and Core Strategy | p. 83 |
| A Museum Chooses Its Mission | p. 83 |
| Setting the Core Marketing Strategy | p. 93 |
| Product Portfolio Strategy | p. 93 |
| Organizational Structure and Culture | p. 97 |
| Human Resources | p. 100 |
| Summary | p. 108 |
| Model Museum Practice: The Strong National Museum of Play | p. 108 |
| Applying Market Segmentation, Targeting, Positioning, and Branding | p. 114 |
| Approaches to Markets | p. 114 |
| Steps in Segmentation, Targeting, and Positioning | p. 115 |
| Bases for Segmenting Markets | p. 118 |
| Targeting Specific Market Segments | p. 129 |
| Positioning the Museum and Its Offerings | p. 130 |
| Museum Branding and Brands | p. 138 |
| Summary | p. 143 |
| Model Museum Practice: Chicago History Museum | p. 144 |
| Museum Challenges and Opportunities | p. 151 |
| Building Audiences | p. 153 |
| Attracting and Retaining an Audience | p. 154 |
| Attracting New Audiences | p. 168 |
| Information Gathering | p. 177 |
| Decision Evaluation | p. 179 |
| Decision Execution | p. 180 |
| Postpurchase Assessment and Action | p. 180 |
| Summary | p. 182 |
| Model Museum Practice: Fonthill Museum | p. 183 |
| Attracting Financial Resources | p. 188 |
| The Impact of Economic Cycles on Museums | p. 188 |
| Museum Revenue Sources | p. 191 |
| Government Support | p. 192 |
| Earned Income | p. 196 |
| Attracting and Managing Donors | p. 215 |
| Fundraising Goals and Strategy | p. 231 |
| Investment Income | p. 236 |
| Improving Business Practices to Augment Income | p. 237 |
| Financing Opportunities | p. 238 |
| Summary | p. 241 |
| Model Museum Practice: The Freer and Sackler Galleries | p. 243 |
| Tactical Marketing | p. 247 |
| Carrying Out Marketing Research | p. 249 |
| Museum Applications of Marketing Research | p. 250 |
| Major Types of Museum Research | p. 253 |
| Before Beginning the Research | p. 261 |
| Data Sources and Research Tools | p. 261 |
| Steps in the Marketing Survey Process | p. 268 |
| Marketing Research Budgeting | p. 278 |
| Resistance to Marketing Research | p. 278 |
| Summary | p. 280 |
| Model Museum Practice: The Newark Museum | p. 281 |
| Developing Attractive Offerings | p. 287 |
| Collections and Exhibitions | p. 290 |
| Museum Programs | p. 298 |
| Museum Experiences | p. 302 |
| Museum Services | p. 307 |
| Purchasable Products | p. 315 |
| Summary | p. 316 |
| Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawa | p. 317 |
| Distributing the Museum's Offerings and Services | p. 322 |
| Distribution Channel Structure | p. 323 |
| Branch Museums | p. 325 |
| Traveling Exhibitions and Loans | p. 326 |
| Off-Site Programs | p. 331 |
| Museum Retail Channels | p. 334 |
| Museum Publications | p. 336 |
| Electronic Distribution | p. 339 |
| Consumer Convenience | p. 341 |
| Summary | p. 342 |
| Model Museum Practice: Great Britain's Tate | p. 343 |
| Managing Marketing Communications | p. 347 |
| The Communication Process | p. 347 |
| Advertising | p. 349 |
| Sales Promotion | p. 369 |
| Direct Marketing | p. 371 |
| Public Relations | p. 384 |
| Summary | p. 396 |
| Model Museum Practice: Museums and E-Communication | p. 398 |
| Setting Pricing Strategies | p. 409 |
| Pricing Admission | p. 411 |
| Pricing Objects Loaned to Other Museums | p. 421 |
| Pricing Special Exhibitions and Events | p. 422 |
| Pricing Membership | p. 423 |
| Pricing Museum Shop Items | p. 424 |
| Pricing Facility Rental | p. 427 |
| Pricing Donor Support | p. 428 |
| Summary | p. 428 |
| Managing Marketing Operations | p. 431 |
| Developing Marketing Budgets | p. 431 |
| Marketing Implementation | p. 438 |
| Power Relationships in Organizations | p. 440 |
| Marketing Information and Control Systems | p. 442 |
| Summary | p. 454 |
| Conclusion | p. 457 |
| Securing the Future of Museums | p. 459 |
| Museums and Marketing | p. 460 |
| Achieving Expanded and Diverse Audiences | p. 461 |
| Expanding Capacity and Developing Exhibitions and Programs | p. 462 |
| Museum Partnerships | p. 464 |
| Encouraging Future Visitors and Experiences | p. 466 |
| Online Resources | p. 469 |
| References | p. 471 |
| Index | p. 483 |
| Continuation of the Copyright Page | p. 509 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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