This definitive guide describes the role of marketing and effective marketing and public relations techniques any museum or heritage site can utilize.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Chapter 1 Introduction Chapter 2 Foreword Chapter 3 1. What is Marketing Chapter 4 2. The Marketing Audit-Internal Factors Chapter 5 3. The Marketing Audit-the External Environment Chapter 6 4. Designing the Marketing Strategy Chapter 7 5. The Marketing Plan-Traditional Techniques Chapter 8 6. Tourism Marketing Chapter 9 7. New Techniques in Marketing Chapter 10 8. Audience Development Chapter 11 9. Marketing Research, Evaluation and Design Chapter 12 10. Principles of Public Relations Chapter 13 11. Public Relations Strategy Chapter 14 12. The Media Overview Chapter 15 13. Working with the Media Chapter 16 14. Communicating in a Crisis Chapter 17 15. Events as Part of Public Relations Chapter 18 16. Evaluating and Measuring in Public Relations Chapter 19 17. Communicating with Staff and Stakeholders Chapter 20 18. The Relationship between Marketing/PR and Fundraising Chapter 21 Appendix I Chapter 22 Extract from MGC/MORI Research Chapter 23 Appendix II Long Beach Museum Case Study Chapter 24 Resources
Chapter 1 Introduction Chapter 2 Foreword Chapter 3 1. What is Marketing Chapter 4 2. The Marketing Audit-Internal Factors Chapter 5 3. The Marketing Audit-the External Environment Chapter 6 4. Designing the Marketing Strategy Chapter 7 5. The Marketing Plan-Traditional Techniques Chapter 8 6. Tourism Marketing Chapter 9 7. New Techniques in Marketing Chapter 10 8. Audience Development Chapter 11 9. Marketing Research, Evaluation and Design Chapter 12 10. Principles of Public Relations Chapter 13 11. Public Relations Strategy Chapter 14 12. The Media Overview Chapter 15 13. Working with the Media Chapter 16 14. Communicating in a Crisis Chapter 17 15. Events as Part of Public Relations Chapter 18 16. Evaluating and Measuring in Public Relations Chapter 19 17. Communicating with Staff and Stakeholders Chapter 20 18. The Relationship between Marketing/PR and Fundraising Chapter 21 Appendix I Chapter 22 Extract from MGC/MORI Research Chapter 23 Appendix II Long Beach Museum Case Study Chapter 24 Resources
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