Museum Marketing - 9781138138995

Taylor & Francis

Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as \u2018customers\u2019; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers:* A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia* An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders:audience; funders; sponsors and government.* A particular focus on museum marketing in the 'Information Age'* Major case studies at the beginning and end of each section x