Museum marketing competing in the global marketplace

2007, Museum marketing competing in the global marketplace. Edited by Rentschler, Ruth and Hede, Anne-Marie, Butterworth-Heinemann, Amsterdam, The Netherlands.

Attached Files
Name Description MIMEType Size Downloads

Title Museum marketing competing in the global marketplace
Editor(s) Rentschler, Ruth
Hede, Anne-Marie
Publication date 2007
Total pages xxvi, 270 p.
Publisher Butterworth-Heinemann
Place of Publication Amsterdam, The Netherlands
Keyword(s) Museums -- Marketing
Advertising -- Museums
Museums -- Public relations
Summary Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as customers; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers:
* A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia
* An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government.
* A particular focus on museum marketing in the 'Information Age'
* Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.
* The most up-to-date treatment of marketing museums with a global approach
* Blend of academic and practitioner expertise to appeal to students and professionals seeking a contemporary and relevant approach
* Features a range of international case studies that demonstrate the museum experience and draw out the particular challenges that museums and galleries of varying sizes and types face in the global marketplace
ISBN 9780750680653
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category A7 Edited book
Copyright notice ©2007, Butterworth-Heinemann
Persistent URL

Document type: Book
Collection: School of Management and Marketing
Connect to link resolver
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 24 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 698 Abstract Views, 0 File Downloads  -  Detailed Statistics
Created: Tue, 21 Oct 2008, 08:03:37 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact