| Marketing the Museum Contributor(s): McLean, Fiona (Author) |
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ISBN: 0415152933 ISBN-13: 9780415152938 Publisher: Routledge OUR PRICE: $47.45 Product Type: Paperback - Other Formats Published: December 1996 Annotation: With increasing pressure on museums to be more commercial and more professional, those working in museums find that they need to know about marketing. In response to this need, b /b b i Marketing the Museum /i /b examines the ways in which museums can overcome the numerous obstacles to achieving marketing orientation. Fiona McLean gives practical guidelines to the specific ways in which marketing can be tailored to the needs of museums and become a useful as well as an acceptable part of today's museums in achieving their ultimate purpose of serving the community. |
| Additional Information |
| BISAC Categories: - Reference - Business & Economics | Museum Administration And Museology - Business & Economics | Marketing - General |
| Dewey: 069.5 |
| LCCN: 96022435 |
| Lexile Measure: 1300 |
| Series: Heritage: Care-Preservation-Management |
| Physical Information: 0.8" H x 6.89" W x 9.7" (1.22 lbs) 268 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world. |