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Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, this Reader investigates the closely linked areas of management and marketing in the museum. The articles, from established and world-renowned contributors, practitioners and writers at the leading edge of their fields, deal with the museum context of management and how marketing and management practices must take account of the specifics of the museum and the not-for-profit ethos. Key writings from broader literature are included, and the collection of key writings on the investigation and study of management and marketing in the museum are of great benefit not only to those studying the subject, but also to professionals working and developing within the field.
Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, t
Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation.
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 visit
This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategi
This invaluable introduction to key issues, controversies and debates collects essential writings by some of the leading authors in the field, and examines muse