Museum strategy and marketing : designing missions, building audiences, generating revenue and resources
Museum strategy and marketing : designing missions, building audiences, generating revenue and resources
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博物馆战略和营销：设计使命、吸引观众、创造收入和资源
DOI：
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发表时间：
1998
期刊：
影响因子：
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通讯作者：
P. Kotler
中科院分区：
文献类型：
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作者：
N. G. Kotler;P. Kotler
博物馆面向二十一世纪。多样的博物馆世界。战略博物馆的挑战：使命，观众和资金。博物馆的战略规划。博物馆转向战略规划。了解博物馆观众应用市场细分，目标和定位。博物馆发展的战略和工具。使用市场调研和信息收集工具。开发有吸引力的产品：展览，项目，体验，服务。分发博物馆的产品和服务。沟通和推广：形象和品牌建设，广告，公共关系，直接营销和销售。制定定价和收入--制定战略。吸引资源：建设成员，志愿者和捐助者的支持。开发营销组织：计划，预算，实施和控制。结论：确保博物馆的未来。
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.