By: Sue Runyard and Yiva French
290 pages, B/w photos
This definitive guide describes the role of marketing and effective marketing and public relations techniques any museum or heritage site can utilize.
The authors of this guide, who both have extensive experience in international heritage-based public relations, have written an impressive and accessible handbook to their profession. They combine statistical research, case studies, and their own experiences to produce the field's most credible text....[They] intend Marketing & Public Relations Handbook to be used as a blueprint from which any museum can build its marketing and/or public relations department(s) from scratch. However, the book's thematic organization lends itself to be used as a quick reference guide as well....It should rest--dog-eared from careful reading--on the shelf of every museum director's office....--Kevin E. Manzel "The Historian "
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