000			01621nam a22002897a 4500
003			CO-BoICC
005			20190626084647.0
008			190625t2008 xxu||||fr|||| 00| 0 eng d
020			_a9780787996918
040			_aCO-BoICC _bspa
041	0		_aeng
082	0	4	_222 _a069.1 _bK87
100	1		_aKotler, Neil,
245	1	0	_aMuseum marketing and strategy : _bdesigning missions, building audiences, generating revenue and resources /
250			_aSegunda edición
260			_aSan Francisco : _bJossey-Bass, _c2008
300			_axxx, 511 páginas ; _c24 cm.
504			_aIncluye bibliografía e índice.
505	0		_aPrimera 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.
541			_aImposoluciones _cCompra _d20/05/2019 _hFactura - 130
591			_anewadq16
650	1	7	_2ARMARC _aMuseos _xAdministración
651	1	7	_2ARMARC _aMuseos _xPlaneación
700	1		_aKotler, Philip,
700	1		_aKotler, Wendy I.,
942			_cBK
999			_c111218 _d111218