Fiona Mclean

Marketing the Museum (eBook, PDF)

• Format: PDF

Produktbeschreibung

The ideal guide to the ways in which museums can achieve a marketing orientation. It is essential reading for museum professionals, students and anyone in the heritage industry around the world.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 268
• Erscheinungstermin: 6. Dezember 2012
• Englisch
• ISBN-13: 9781134743162
• Artikelnr.: 38445799

Autorenporträt

Fiona McLean is a Lecturer in Marketing at the University of Stirling. She has been widely published in journals on her special research interest: the application of marketing to the museum and heritage industry.

Inhaltsangabe

Introduction Part I Issues and challenges 1 The museum context 2 The
marketing context 3 The museum's environment 4 Museums and the public Part
II The practice 5 The museum's markets 6 The museum product 7 Communicating
the museum product 8 Resource attraction 9 Implementing the marketing
effort Fictional case-study: Marketing plan for Currie Natural History
Museum 10 Future developments for marketing the museum