Museum Marketing and Strategy : Designing Missions, Building Audiences, Generating Revenue and Resources

by Kotler, Neil G.; Kotler, Philip; Kotler, Wendy I.

• ISBN13: 9780787996918
• ISBN10: 0787996912
• Edition: 2nd
• Format: Hardcover
• Copyright: 2008-08-11
• Publisher: Jossey-Bass

Summary

This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to Define the exchange process between a museum's offerings and consumer value Differentiate a museum and communicate its unique value in a competitive marketplace Find, create, and retain consumers and convert visitors to members and members to volunteers and donors Plan strategically and maximize marketing's value Achieve financial stability Develop a consumer-centered museum

Author Biography

Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution.

Philip Kotler is?the S.C. Johnson & Son Professor of International Marketing at Northwestern University's Kellogg School of Management in Evanston, Illinois.

Wendy I. Kotler is an educator and museum consultant of long-standing. She is vice president of Kotler Museum and Cultural Marketing Consultants.

Table of Contents

Figures, Tables, and Exhibits	p. xiii
Model Museum Practices	p. xvii
Preface	p. xxi
Acknowledgments	p. xxvii
The Authors	p. xxix
Museums and Marketing	p. 1
The Diverse World of Museums	p. 3
Museum Experiences	p. 4
What Is a Museum?	p. 6
Origin and Evolution of Museums	p. 9
Summary	p. 19
The Role of Museum Marketing	p. 21
Exchange Transactions and Relationships	p. 22
A Role of a Marketer	p. 25
The Marketing Concept	p. 26
Strategic Marketing	p. 27
Marketing Core Concepts	p. 30
Developing Marketing Plans	p. 31
Characteristics of a Consumer-Centered Museum	p. 32
The Impact of the Digital Revolution on Marketing	p. 33
Summary	p. 34
Model Museum Practice: Museum of Science, Boston	p. 35
Strategic Marketing	p. 41
Moving to Strategic Planning	p. 43
Strategic Planning	p. 43
Strategic Market Planning Process	p. 45
The Environmental Scan	p. 45
Undertaking a Marketing Audit	p. 69
Summary	p. 73
Model Museum Practice: National Gallery of Victoria	p. 75
Choosing a Mission and Core Strategy	p. 83
A Museum Chooses Its Mission	p. 83
Setting the Core Marketing Strategy	p. 93
Product Portfolio Strategy	p. 93
Organizational Structure and Culture	p. 97
Human Resources	p. 100
Summary	p. 108
Model Museum Practice: The Strong National Museum of Play	p. 108
Applying Market Segmentation, Targeting, Positioning, and Branding	p. 114
Approaches to Markets	p. 114
Steps in Segmentation, Targeting, and Positioning	p. 115
Bases for Segmenting Markets	p. 118
Targeting Specific Market Segments	p. 129
Positioning the Museum and Its Offerings	p. 130
Museum Branding and Brands	p. 138
Summary	p. 143
Model Museum Practice: Chicago History Museum	p. 144
Museum Challenges and Opportunities	p. 151
Building Audiences	p. 153
Attracting and Retaining an Audience	p. 154
Attracting New Audiences	p. 168
Information Gathering	p. 177
Decision Evaluation	p. 179
Decision Execution	p. 180
Postpurchase Assessment and Action	p. 180
Summary	p. 182
Model Museum Practice: Fonthill Museum	p. 183
Attracting Financial Resources	p. 188
The Impact of Economic Cycles on Museums	p. 188
Museum Revenue Sources	p. 191
Government Support	p. 192
Earned Income	p. 196
Attracting and Managing Donors	p. 215
Fundraising Goals and Strategy	p. 231
Investment Income	p. 236
Improving Business Practices to Augment Income	p. 237
Financing Opportunities	p. 238
Summary	p. 241
Model Museum Practice: The Freer and Sackler Galleries	p. 243
Tactical Marketing	p. 247
Carrying Out Marketing Research	p. 249
Museum Applications of Marketing Research	p. 250
Major Types of Museum Research	p. 253
Before Beginning the Research	p. 261
Data Sources and Research Tools	p. 261
Steps in the Marketing Survey Process	p. 268
Marketing Research Budgeting	p. 278
Resistance to Marketing Research	p. 278
Summary	p. 280
Model Museum Practice: The Newark Museum	p. 281
Developing Attractive Offerings	p. 287
Collections and Exhibitions	p. 290
Museum Programs	p. 298
Museum Experiences	p. 302
Museum Services	p. 307
Purchasable Products	p. 315
Summary	p. 316
Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawa	p. 317
Distributing the Museum's Offerings and Services	p. 322
Distribution Channel Structure	p. 323
Branch Museums	p. 325
Traveling Exhibitions and Loans	p. 326
Off-Site Programs	p. 331
Museum Retail Channels	p. 334
Museum Publications	p. 336
Electronic Distribution	p. 339
Consumer Convenience	p. 341
Summary	p. 342
Model Museum Practice: Great Britain's Tate	p. 343
Managing Marketing Communications	p. 347
The Communication Process	p. 347
Advertising	p. 349
Sales Promotion	p. 369
Direct Marketing	p. 371
Public Relations	p. 384
Summary	p. 396
Model Museum Practice: Museums and E-Communication	p. 398
Setting Pricing Strategies	p. 409
Pricing Admission	p. 411
Pricing Objects Loaned to Other Museums	p. 421
Pricing Special Exhibitions and Events	p. 422
Pricing Membership	p. 423
Pricing Museum Shop Items	p. 424
Pricing Facility Rental	p. 427
Pricing Donor Support	p. 428
Summary	p. 428
Managing Marketing Operations	p. 431
Developing Marketing Budgets	p. 431
Marketing Implementation	p. 438
Power Relationships in Organizations	p. 440
Marketing Information and Control Systems	p. 442
Summary	p. 454
Conclusion	p. 457
Securing the Future of Museums	p. 459
Museums and Marketing	p. 460
Achieving Expanded and Diverse Audiences	p. 461
Expanding Capacity and Developing Exhibitions and Programs	p. 462
Museum Partnerships	p. 464
Encouraging Future Visitors and Experiences	p. 466
Online Resources	p. 469
References	p. 471
Index	p. 483
Continuation of the Copyright Page	p. 509
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