最 低 价：￥101.60
定 价：￥127.00
作 者：Neil G. Kotler, PhilipKotler, Wendy I. Kotler 著 著
出版时间：2008-8-1
I S B N：9780787996918
| Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution. |
| Figures, Tables, and Exhibits Model Museum Practices Preface Acknowledgments The Authors PART ONE: MUSEUMS AND MARKETING 1 The Diverse World of Museums Museum Experiences What Is a Museum? Origin and Evolution of Museums Summary 2 The Role of Museum Marketing Exchange Transactions and Relationships The Role of a Marketer The Marketing Concept Strategic Marketing Marketing Core Concepts Developing Marketing Plans Characteristics of a Consumer-Centered Museum The Impact of the Digital Revolution on Marketing Summary Model Museum Practice: Museum of Science, Boston PART TWO: STRATEGIC MARKETING 3 Moving to Strategic Planning Strategic Planning Strategic Market Planning Process The Environmental Scan Undertaking a Marketing Audit Summary Model Museum Practice: National Gallery of Victoria 4 Choosing a Mission and Core Strategy A Museum Chooses Its Mission Setting the Core Marketing Strategy Product Portfolio Strategy Organizational Structure and Culture Human Resources Summary Model Museum Practice: The Strong National Museum of Play 5 Applying Market Segmentation, Targeting, Positioning, and Branding Approaches to Markets Steps in Segmenting, Targeting, and Positioning Bases for Segmenting Markets Targeting Specific Market Segments Positioning the Museum and Its Offerings Museum Branding and Brands Summary Model Museum Practice: Chicago History Museum PART THREE: MUSEUM CHALLENGES AND OPPORTUNITIES 6 Building Audiences Attracting and Retaining an Audience Attracting New Audiences Information Gathering Decision Evaluation Decision Execution Postpurchase Assessment and Action Summary Model Museum Practice: Fonthill Museum 7 Attracting Financial Resources The Impact of Economic Cycles on Museums Museum Revenue Sources Government Support Earned Income Attracting and Managing Donors Fundraising Goals and Strategy Investment Income Improving Business Practices to Augment Income Financing Opportunities Summary Model Museum Practice: The Freer and Sackler Galleries PART FOUR: TACTICAL MARKETING 8 Carrying Out Marketing Research Museum Applications of Marketing Research Major Types of Museum Research Before Beginning the Research Data Sources and Research Tools Steps in the Marketing Survey Process Marketing Research Budgeting Resistance to Marketing Research Summary Model Museum Practice: The Newark Museum 9 Developing Attractive Offerings Collections and Exhibitions Museum Programs Museum Experiences Museum Services Purchasable Products Summary Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawa 10 Distributing the Museum’s Offerings and Services Distribution Channel Structure Branch Museums Traveling Exhibitions and Loans Off-Site Programs Museum Retail Channels Museum Publications Electronic Distribution Consumer Convenience Summary Model Museum Practice: Great Britain’s Tate 11 Managing Marketing Communications The Communication Process Advertising Sales Promotion Direct Marketing Public Relations Summary Model Museum Practice: Museums and E-Communication 12 Setting Pricing Strategies Pricing Admission Pricing Objects Loaned to Other Museums Pricing Special Exhibitions and Events Pricing Membership Pricing Museum Shop Items Pricing Facility Rental Pricing Donor Support Summary 13 Managing Marketing Operations Developing Marketing Budgets Marketing Implementation Power Relationships in Organizations Marketing Information and Control Systems Summary CONCLUSION 14 Securing the Future of Museums Museums and Marketing Achieving Expanded and Diverse Audiences Expanding Capacity and Developing Exhibitions and Programs Museum Partnerships Encouraging Future Visitors and Experiences Online Resources References Index Continuation of the Copyrght Page |
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