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.
Author(s): Fiona Mclean
Edition: 1
Year: 1997
Language: English
Pages: 272
Book Cover......Page 1
Title......Page 4
Contents......Page 5
List of figures......Page 9
Acknowledgements......Page 10
Introduction......Page 12
Issues and challenges......Page 18
The museum context......Page 20
The marketing context......Page 47
The museum's environment......Page 72
Museums and the public......Page 86
The practice......Page 98
The museum's markets......Page 100
The museum product......Page 116
Communicating the museum product......Page 140
Resource attraction......Page 167
Implementing the marketing effort Fictional case-study: Marketing Plan for Currie Natural History Museum......Page 191
Future developments for marketing the museum......Page 226
Notes......Page 240
References......Page 243
Index......Page 257
