TY  - BOOK
AU  - Kotler,Neil
AU  - Kotler,Philip
AU  - Kotler,Wendy I.
TI  - Museum marketing and strategy: designing missions, building audiences, generating revenue and resources 
SN  - 9780787996918
U1  - 069.1 22
PY  - 2008///
CY  - San Francisco
PB  - Jossey-Bass
KW  - ARMARC
KW  - Museos
KW  - Administración
KW  - Planeación
N1  - 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
ER  -