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This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum′s mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e–marketing. The book addresses the issues of most importance to the museum community and shows how to Define the exchange process between a museum′s offerings and consumer value Differentiate a museum and communicate its unique value in a competitive marketplace Find, create, and retain consumers and convert visitors to members and members to volunteers and donors Plan strategically and maximize marketing′s value Achieve financial stability Develop a consumer–centered museum
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感觉就是整个抄了科特勒的营销准则架构，结果一看真是科特勒一家子编的，除了凑reference没什么用处了
评分感觉就是整个抄了科特勒的营销准则架构，结果一看真是科特勒一家子编的，除了凑reference没什么用处了
评分感觉就是整个抄了科特勒的营销准则架构，结果一看真是科特勒一家子编的，除了凑reference没什么用处了
评分实在太给力太有用，此书整体结构和分析给了我写相似论文的最佳范本
评分实在太给力太有用，此书整体结构和分析给了我写相似论文的最佳范本
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