Museum strategy and marketing : designing missions, building audiences, generating revenue and resources

목차 (Table of Contents)

• CONTENTS
• Tables, Figures, and Exhibits = xiii
• Model Museum Practices = xvii
• Preface = xix
• Acknowledgments = xxv
• The Authors = xxvii
• PART ONE : MUSEUMS FACE THE TWENTY-FIRST CENTURY = 1
• 1 The Diverse World of Museums = 3
• 2 Strategic Museum Challenges : Mission, Audience, and Funding = 28
• PART TWO : STRATEGIC PLANNING FOR MUSEUMS = 57
• 3 Museums turn to Strategic Planning = 59
• 4 Understanding Museum Audiences = 99
• 5 Applying Market Segmentation, Targeting, and Positioning = 123
• PART THREE : STRATEGIES AND TOOLS FOR MUSEUM DEVELOPMENT = 145
• 6 Using Marketing Research and Information-Gathering Tools = 147
• 7 Developing Attractive Offerings : Exhibitions, Programs, Experiences, Services = 174
• 8 Distributing the Museum's Offerings and Services = 193
• 9 Communicating and Promoting : Image and Brand Building, Advertising, Public Relations, Direct Marketing, and Sales = 219
• 10 Setting Pricing and Revenue-Building Strategies = 264
• 11 Attracting Resources : Building Member, Volunteer, and Donor Support = 287
• 12 Developing the Marketing Organization : Plans, Budgets, Implementation, and Control = 320
• Conclusion : Securing the Future of Museums = 348
• Appendix : Twenty-One Ways to Buy Art, Stephen E Weil = 363
• References = 369
• Index = 379