Museum Strategy and Marketing
Publisher: John Wiley and Sons Ltd
In this answer to one of the most pressing challenges facing today's museums, Neil Kotler and Philip Kotler reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. Rather than seeing marketing as at odds with mission, the authors explain the strategic relationship between mission, audience, and funding - and how managing this relationship is vital for a successful museum. They offer strategic and marketing tools as instruments that museum professionals can use