Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources

At the intersection of marketing strategy and museum administration, this is an absolutely necessary reading for any serious museum decision-maker. Neil and Philip Kotler are world-class marketing experts, who have been cultivating a parallel interest in non-for-profit organizations since the 1970s. This book is very useful, elaborating on each stage of the development of marketing strategy, with excellent examples and case-studies which provide a practical perspective on marketing tools applied on museums. The book is, at least, very insightful. Highly recommended.

An up-to-date compendium of marketing analysis and techniques for all flavors of museum. This book includes detailed marketing strategies to find the visitor, determine their wants and meet those desires. All aspects of museum work is presented: fund raising, exhibit development, collection policy, staff development, etc. We have used the guidance of this book to frame future expansion of the Minnesota Transportation Museum in St. Paul, MN. Includes detailed charts to develop mission statements, arketing plans, interview visitors, develop advertising, perform continuing assessment of the museum.