Marketing the Museum (Heritage 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Fiona Mclean 作者

Routledge

译者

1997-01-31 出版日期

272 页数

USD 51.95 价格

Paperback

丛书系列

9780415152938 图书编码

Marketing the Museum (Heritage 在线电子书图书标签: museology

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Marketing the Museum (Heritage 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Marketing the Museum (Heritage 在线电子书图书描述

The history of the museum is one of shifting purposes and changing ideals. Taking a close look at the specific needs of this sector, this volume asks if it is possible to define the "product" which the modern museum can offer. Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? Or, as anti-marketing lobbyists believe, should marketing play only the smallest of roles, if any at all? In this volume, the marketing of a museum is not seen in terms of "product", but rather as the process by which one can build a relationship between the museum and the public. This study shows how museums can overcome the numerous hurdles on the route to achieving a marketing orientation. It gives practical guidelines to the specific ways in which marketing can be tailored to the needs of museums and play a useful and acceptable role in today's museums, in achieving their ultimate purpose of serving the community.

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