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Kotler, Neil,

Museum marketing and strategy : designing missions, building audiences, generating revenue and resources / - Segunda edición - San Francisco : Jossey-Bass, 2008 - xxx, 511 páginas ; 24 cm.

Incluye bibliografía e índice.

Primera parte: Museums and marketing. -- The diverse world museums. -- The role of museum marketing. -- Segunda parte: Strategic marketing. -- Moving to strategic planning. -- Choosing a mission and core strategy. -- Applying market segmentation, targeting, positioning, and branding. -- Tercera parte: Museum challenges and opportunities. -- Building audiences. -- Attracting financial resources. -- Cuarta parte: Tactical marketing. -- Carrying out marketing research. -- Developing attractive offerings. -- Distributing the museum's offering and services. -- Managing marketing communications. -- Setting pricing strategies. -- Managing marketing operations. -- Conclusion. -- Securing the future of museums. -- Online resources.

ISBN: 9780787996918

Temas--Término tópico:
Museos--Administración

Temas--Nombre geográfico:
Museos--Planeación

Signatura topográfica: 069.1 / K87