Non-Fiction Books:

Marketing the Museum

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Paperback / softback

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Marketing the Museum by Fiona McLean
$164.00

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Description

The history of the museum is one of shifting purposes and changing ideals. Taking a close look at the specific needs of this sector, this volume asks if it is possible to define the "product" which the modern museum can offer. Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? Or, as anti-marketing lobbyists believe, should marketing play only the smallest of roles, if any at all? In this volume, the marketing of a museum is not seen in terms of "product", but rather as the process by which one can build a relationship between the museum and the public. This study shows how museums can overcome the numerous hurdles on the route to achieving a marketing orientation. It gives practical guidelines to the specific ways in which marketing can be tailored to the needs of museums and play a useful and acceptable role in today's museums, in achieving their ultimate purpose of serving the community.
Release date NZ
December 26th, 1996
Author
Country of Publication
United Kingdom
Imprint
Routledge
Pages
268
Dimensions
178x254x20
ISBN-13
9780415152938
Product ID
1738764

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