A01=Fiona Mclean
arts
audience engagement strategies
Author_Fiona Mclean
Barnes Foundation
britain
Category=GLZ
Category=KJS
Contemporary Society
council
cultural institution branding
davies
Davies 1994a
Environmental Issues
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
exhibition
Glasgow Museums
great
heritage sector management
Independent Museums
Libraries 1991b
Marketing Audit
Marketing Mix
Marketing Objectives
Marketing Plan
mix
Museum Context
Museum Marketing
Museum Product
Museum Situation
Museum's Mission
Museum's Resources
Museums Association
Museums Journal
nonprofit marketing theory
product
Psychological Access
public access initiatives
Reserve Collection
Resource Attraction
Royal Academy
strategic planning for museums
temporary
UK Museum
UK Origin
visit
visitor experience research
Product details
- ISBN 9780415152938
- Weight: 500g
- Dimensions: 178 x 254mm
- Publication Date: 26 Dec 1996
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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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.
The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum?
In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.
Fiona McLean is a Lecturer in Marketing at the University of Stirling. She has been widely published in journals on her special research interest: the application of marketing to the museum and heritage industry.
