Marketing the Museum

ISBN-13: 9780415103923 / Angielski / Twarda / 1996 / 272 str.

Fiona McLean

Opis

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.

Recenzje

'Fiona McLean's book is particularly welcome since she has achieved a scholarly text, demonstrating clear understanding of the ethos of museums, as well as breadth of knowledge of marketing itself.' - Heritage Development

"This book should be a resource, not just for museum marketing professionals, but also for museum directors, trustees, politicians and others who have oversight responsibility for museums." - Museum International

O autorze

Fiona Mclean