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Museum marketing = competing in the global marketplace /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Museum marketing/ edited by Ruth Rentschler and Anne-Marie Hede.
Reminder of title:	competing in the global marketplace /
other author:	Rentschler, Ruth,
Published:	Amsterdam ;Butterworth-Heinemann, : c2007.,
Description:	1 online resource (xxvi, 270 p.) :ill. :
Notes:	Description based on print version record.
Subject:	Museums - Marketing. -
Online resource:	An electronic book accessible through the World Wide Web; click for information
ISBN:	9780080550428 (electronic bk.)

Museum marketing = competing in the global marketplace /
Museum marketingcompeting in the global marketplace /[electronic resource] :edited by Ruth Rentschler and Anne-Marie Hede. - Amsterdam ;Butterworth-Heinemann,c2007. - 1 online resource (xxvi, 270 p.) :ill.

Description based on print version record.

Includes bibliographical references and index.

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: 9780080550428 (electronic bk.)Subjects--Topical Terms:

291998
Museums
--Marketing.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: AM121 / .M878 2007eb

Dewey Class. No.: 069.0688

Museum marketing = competing in the global marketplace /
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245 0 0 $a Museum marketing $h [electronic resource] : $b competing in the global marketplace / $c edited by Ruth Rentschler and Anne-Marie Hede.
260 $a Amsterdam ; $a Boston : $c c2007. $b Butterworth-Heinemann,
300 $a 1 online resource (xxvi, 270 p.) : $b ill.
500 $a Description based on print version record.
504 $a Includes bibliographical references and index.
520 $a 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.
650 0 $a Museums $x Marketing. $3 291998
650 0 $a Museums $x Marketing $3 146590
650 0 $a Globalization. $3 97433
650 0 $a Museums $x Public relations. $3 291999
650 0 $a Museums $x Management. $3 199559
650 4 $a Museums --Marketing. Museums --Marketing --Case studies. Globalization. Museums --Public relations. Museums --Management. $3 292000
655 7 $a Electronic books. $2 local. $3 96803
700 1 $a Rentschler, Ruth, $d 1953- $3 291996
700 1 $a Hede, Anne-Marie. $3 291997
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