To see accurate pricing, please choose your delivery country.
United States
All Shops

British Wildlife

8 issues per year 84 pages per issue Subscription only

British Wildlife is the leading natural history magazine in the UK, providing essential reading for both enthusiast and professional naturalists and wildlife conservationists. Published eight times a year, British Wildlife bridges the gap between popular writing and scientific literature through a combination of long-form articles, regular columns and reports, book reviews and letters.

Subscriptions from £33 per year

Conservation Land Management

4 issues per year 44 pages per issue Subscription only

Conservation Land Management (CLM) is a quarterly magazine that is widely regarded as essential reading for all who are involved in land management for nature conservation, across the British Isles. CLM includes long-form articles, events listings, publication reviews, new product information and updates, reports of conferences and letters.

Subscriptions from £26 per year
Academic & Professional Books  Reference  Collections Management  Management & Marketing

Museum Strategy and Marketing Designing Missions, Building Audiences, Generating Revenue and Resources

Out of Print
By: Neil Kotler and Philip Kotler
395 pages, B/w illus, figs, tabs
Publisher: Jossey-Bass
Museum Strategy and Marketing
Click to have a closer look
  • Museum Strategy and Marketing ISBN: 9780787996918 Edition: 2 Hardback Aug 2008 Out of Print #186495
About this book Contents Biography Related titles

About this book

This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing.


Figures, Tables, and Exhibits. Model Museum Practices. Preface. Acknowledgments. The Authors. PART ONE: MUSEUMS AND MARKETING. 1. The Diverse World of Museums. Museum Experiences. What Is a Museum?. Origin and Evolution of Museums. Summary. 2. The Role of Museum Marketing. Exchange Transactions and Relationships. The Role of a Marketer. The Marketing Concept. Strategic Marketing. Marketing Core Concepts. Developing Marketing Plans. Characteristics of a Consumer-Centered Museum. The Impact of the Digital Revolution on Marketing. Summary. Model Museum Practice: Museum of Science, Boston. PART TWO: STRATEGIC MARKETING. 3. Moving to Strategic Planning. Strategic Planning. Strategic Market Planning Process. The Environmental Scan. Undertaking a Marketing Audit. Summary. Model Museum Practice: National Gallery of Victoria. 4. Choosing a Mission and Core Strategy. A Museum Chooses Its Mission. Setting the Core Marketing Strategy. Product Portfolio Strategy. Organizational Structure and Culture. Human Resources. Summary. Model Museum Practice: The Strong National Museum of Play. 5. Applying Market Segmentation, Targeting, Positioning, and Branding. Approaches to Markets. Steps in Segmenting, Targeting, and Positioning. Bases for Segmenting Markets. Targeting Specific Market Segments. Positioning the Museum and Its Offerings. Museum Branding and Brands. Summary. Model Museum Practice: Chicago History Museum. PART THREE: MUSEUM CHALLENGES AND OPPORTUNITIES. 6. Building Audiences. Attracting and Retaining an Audience. Attracting New Audiences. Information Gathering. Decision Evaluation. Decision Execution. Postpurchase Assessment and Action. Summary. Model Museum Practice: Fonthill Museum. 7. Attracting Financial Resources. The Impact of Economic Cycles on Museums. Museum Revenue Sources. Government Support. Earned Income. Attracting and Managing Donors. Fundraising Goals and Strategy. Investment Income. Improving Business Practices to Augment Income. Financing Opportunities. Summary. Model Museum Practice: The Freer and Sackler Galleries. PART FOUR: TACTICAL MARKETING. 8. Carrying Out Marketing Research. Museum Applications of Marketing Research. Major Types of Museum Research. Before Beginning the Research. Data Sources and Research Tools. Steps in the Marketing Survey Process. Marketing Research Budgeting. Resistance to Marketing Research. Summary. Model Museum Practice: The Newark Museum. 9. Developing Attractive Offerings. Collections and Exhibitions. Museum Programs. Museum Experiences. Museum Services. Purchasable Products. Summary. Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawa. 10. Distributing the Museum's Offerings and Services. Distribution Channel Structure. Branch Museums. Traveling Exhibitions and Loans. Off-Site Programs. Museum Retail Channels. Museum Publications. Electronic Distribution. Consumer Convenience. Summary. Model Museum Practice: Great Britain's Tate. 11. Managing Marketing Communications. The Communication Process. Advertising. Sales Promotion. Direct Marketing. Public Relations. Summary. Model Museum Practice: Museums and E-Communication. 12. Setting Pricing Strategies. Pricing Admission. Pricing Objects Loaned to Other Museums. Pricing Special Exhibitions and Events. Pricing Membership. Pricing Museum Shop Items. Pricing Facility Rental. Pricing Donor Support. Summary. 13. Managing Marketing Operations. Developing Marketing Budgets. Marketing Implementation. Power Relationships in Organizations. Marketing Information and Control Systems. Summary. CONCLUSION. 14. Securing the Future of Museums. Museums and Marketing. Achieving Expanded and Diverse Audiences. Expanding Capacity and Developing Exhibitions and Programs. Museum Partnerships. Encouraging Future Visitors and Experiences. Online Resources. References. Index.

Customer Reviews


Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution. Philip Kotler is?the S.C. Johnson & Son Professor of International Marketing at Northwestern University's Kellogg School of Management in Evanston, Illinois. Wendy I. Kotler is an educator and museum consultant of long-standing. She is vice president of Kotler Museum and Cultural Marketing Consultants.
Out of Print
By: Neil Kotler and Philip Kotler
395 pages, B/w illus, figs, tabs
Publisher: Jossey-Bass
Current promotions
Field Guide SaleNHBS Moth TrapNew and Forthcoming BooksBuyers Guides