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Book, Museum marketing: competing in the global marketplace
Museum marketing: competing in the global marketplace
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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 and thinking to bear on the museum sector taking into account both commercial issues and social missions it involves. carefully structured to be highly accessible the book offers.
Victorian Collections acknowledges the Australian Aboriginal and Torres Strait Islander
peoples as the first inhabitants of the nation and the traditional custodians of the lands
where we live, learn and work.
