International marketing professionals working in and with museums share their insights and experiences of attracting and involving a wide range of constituencies in this stimulating book. Whether you’re working with a world-class museum brand, or just beginning to think through what marketing means to your organisation, you’ll be stimulated, excited and enthused by the imaginative, original – and very often inexpensive – ideas packed into this book.
This series of practical, insightful essays covers the following key issues:
1 Establishing, developing and managing the museum’s brand.
2 Case studies of successful marketing initiatives large and small.
3 How best to communicate with specific market sectors.
4 The role of Human Resources in brand development.
5 Establishing a new attraction in a crowded market.
6 Marketing in a brand-hostile environment.
7 Analysing your audiences.