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.