Museum strategy and marketing - Neil G. Kotler

Competition, more programs, limited resources, building a wider audience, generating earned income, renewing exhibits and galleries, capturing the enthusiasm of young people, building collaborationsthese are challenges facing todays museums, history and science centers, zoos and botanical gardens. Museum Strategy and Marketing, the first comprehensive guide to strategic planning and marketing for museums, provides a framework for future action in tackling these and other issues.

In this long awaited answer of one of museums most pressing challenges, 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 missions, audience and fundingand how managing this relationship is vital for a successful museum. They offer marketing tools as instruments that museum professionals can use to shape and reach their own goals, to achieve higher quality and broader support, and build healthy, vibrant museums.

The book offers a variety of methods and tools for coping with fastchanging conditions: pricing, promotion and communication, offsite distribution of programs, building a brand image, audience research, service marketing, new product development, organizational selfassessment, and marketing audits. Its encyclopedic approach gives museum managers tools for everything from strategic planning and budgeting to advertising, media relations, and fundraisingproviding them with the tools to create and nurture a thriving museum.