February 12, 2009 | Read Time: 1 minute
NEW BOOKS
Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources, 2nd Edition
by Neil G. Kotler, Philip Kotler, and Wendy I. Kotler
“For many years, museums were elite organizations that assumed their high-level consumers would participate because of the treasures that museums possessed. Museums evolved slowly into consumer-centered organizations in which museum management and staff sought to attract and serve different groups with appropriate offerings,” write the authors of this book.
Philip Kotler is a professor of marketing at Northwestern University’s Kellogg School of Management and Neil and Wendy Kotler are museum consultants.
As museums evolve into consumer-centered organizations, they face intense competition from a variety of other sources for their patrons’ leisure time, thus the need for a solid marketing plan, say the authors.
This book instructs museum leaders in how to engage loyal visitors and attract new ones, conduct marketing surveys and other research, attract donors, and develop new offerings for museum patrons.
The authors also build on the book’s first edition, published in 1998, by including new material on Internet marketing and newer techniques such as “branding,” in which a marketing strategy plays a role in all of the museum’s decisions and activities.
A “model museum” example is included at the end of each chapter to demonstrate how actual U.S. museums have successfully used the marketing strategies in the chapter.
Publisher: Jossey-Bass, 989 Market Street, San Francisco, Calif. 94103; (800) 956-7739; fax (317) 572-4002; http://www.josseybass.com; 544 pages; $60; ISBN 978-0-7879-9691-8.
