Marketing the Museum

Fiona McLean (Autor)

Buch | Hardcover

268 Seiten

1996
Routledge (Verlag)
978-0-415-10392-3 (ISBN)

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The ideal guide to the ways in which museums can achieve a marketing orientation. It is essential reading for museum professionals, students and anyone in the heritage industry around the world.

Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation.

The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum?

In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.

Fiona McLean is a Lecturer in Marketing at the University of Stirling. She has been widely published in journals on her special research interest: the application of marketing to the museum and heritage industry.

Introduction Part I Issues and challenges 1 The museum context 2 The marketing context 3 The museum's environment 4 Museums and the public Part II The practice 5 The museum's markets 6 The museum product 7 Communicating the museum product 8 Resource attraction 9 Implementing the marketing effort Fictional case-study: Marketing plan for Currie Natural History Museum 10 Future developments for marketing the museum

Erscheint lt. Verlag	26.12.1996
Reihe/Serie	Heritage: Care-Preservation-Management
Verlagsort	London
Sprache	englisch
Maße	174 x 246 mm
Gewicht	660 g
Themenwelt	Kunst / Musik / Theater
	Geisteswissenschaften ► Geschichte ► Hilfswissenschaften
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	0-415-10392-4 / 0415103924
ISBN-13	978-0-415-10392-3 / 9780415103923
Zustand	Neuware