Synopses & Reviews
The Second Edition of a Groundbreaking 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. The book addresses the issues of most importance to the museum community and shows how to
Define the exchange process between a museum's offerings and consumer value
Differentiate a museum and communicate its unique value in a competitive marketplace
Find, create, and retain consumers and convert visitors to members and members to volunteers and donors
Plan strategically and maximize marketing's value
Achieve financial stability
Develop a consumer-centered museum
The book is filled with examples of best practices, programs, problem solving, and organizational behavior. Ten case studies illuminate marketing solutions with contributions from international museum professionals including Ruth Rentschler, Kazuharu Ishida, Sarah Briggs, Mario Bucolo, and Yutaka Mino.
Praise for Museum Marketing and Strategy
"The Kotlers have written a much needed, up-to-date, comprehensive road map for effective leadership. There is a rich lode of stories and strategies for the museum executive in a digital worlda tour de force."
John W. McCarter, Jr., CEO and president, The Field Museum, Chicago, Illinois
"The most comprehensive and insightful guide to effectively addressing the challenges facing museums in the changing and uncertain global, digital, and consumer empowered environment. Illustrated with a trove of rich cases of model museum practices around the world, this book is a must-read to all museum management and boards."
Yoram (Jerry) Wind, The Lauder Professor and professor of marketing, the Wharton School, University of Pennsylvania, and trustee, Philadelphia Museum of Art
Review
"This book is both a resource for and a challenge to the museum profession. Its clear and objective treatment of strategy and marketing should help not-for-profits compete more effectively while its recognition of the primacy of museums' permanent collections both respects and helps clarify the essential ways in which out missions must inform our management." -James N. Wood, director and president, The Art Institute of Chicago
"A must read for every Museum Director, Executive and Trustee. Marketing orientation and strategy are key to the survival and growth of any museum. this book provides the needed blueprint." -Jerry Yoram Wind, The Lauder Professor and professor of Marketing, The Wharton School, Trustee, The Philadelphia Museum of Art
"Museum Strategy and Marketing is the most comprehensive and level-headed presentation of its subject I have come across. The authors are sophisticated marketeers who really understand the differences between market-driven businesses and mission-driven museums. The book is not about selling widgets; it's about building museum audiences and strengthening institutions." -Robert P. Bergman, director, The Cleveland Museum of Art
"Neil and Philip Kotler have written a brilliant and comprehensive textbook for serious, entrepreneurial museum professionals who must plot a course for the new millennium. This scholarly and highly readable book will teach the most experienced leaders how to reach the elusive 'next level' of performance. I learned so much from Museum Strategy and Marketing that I consider it required reading for all zoo and aquarium managers in pursuit of excellence." -Terry Maple, president-elect, American Zoo and Aquarium Association
"This comprehensive volume offers a primer for planners, a tool for marketers, and insights for trustees; it is a guide for building audiences, attracting doors, and enhancing the 'museum experience' for all constituencies." -Stephen A. Greyser, Richard P. Chapman Professor (Marketing and Communications), Harvard Business School and marketing committee chair, Museum of Fine Arts, Boston
"Nothing can be more critical to the future of any museum than a well designed mission and a marketing program that will build audience and generate revenues. The Kotlers have provided museum trustees and managements with an insightful and practical guide to the most essential aspects to assure success." -Harold M. Williams, President Emeritus of the J. Paul Getty Trust
"Museum Strategy and Marketing isn't the new jargon. It's a new set of probing questions about museum purpose, structure and operations by authors in touch with both museum realities and business school approaches. Museum boards and directors will be interested in Museum Strategy and Marketing because Neil and Philip Kotler raise questions that they should be asking." -Philip M. Nowlen, assistant executive vice chancellor, University of California, Irvine
"The Kotler brothers have brought together the best of current museum strategic planning and marketing theory and practice in a book that will stimulate readers to begin working toward making their own institutions more successful in the marketplace" -G. Donald Adams, director of marketing at the Automotive Hall of Fame
"Museum Strategy and Marketing offers excellent models, pertinent advice, and a wealth of useful strategies from experienced, articulate professionals. Museum professionals in institutions of various types and sizes will find this extensive manual an aid and even an inspiration." -Robert R. Archibald, Ph.D., president of Missouri Historical Society
"Museum Strategy and Marketing is a fascinating blend of real world experience in managing museums and classic business theory. The book offers thought-provoking models for both museum professionals and volunteer leadership." -David Mosena, president and CEO, Museum of Science and Industry, Chicago
Synopsis
The book's encyclopedic approach covers everything museum managers need to know--from strategic planning and budgeting to advertising, media relations, and fundraising--providing them with the tools to create and nurture a thriving museum.
Synopsis
Competition, more programs, limited resources, building a wider audience, generating earned income, renewing exhibits and galleries, capturing the enthusiasm of young people, building collaborations-these are challenges facing today's museums, history and science centers, zoos and botanical gardens. Museum Strategy and Marketing, the first comprehensive guide to strategic planning and marketing for museums, provides a framework for future action in tackling these and other issues.
In this long awaited answer of one of museums' most pressing challenges, Neil Kotler and Philip Kotler reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. Rather than seeing marketing as at odds with mission, the authors explain the strategic relationship between missions, audience and funding-and how managing this relationship is vital for a successful museum. They offer marketing tools as instruments that museum professionals can use to shape and reach their own goals, to achieve higher quality and broader support, and build healthy, vibrant museums.
The book offers a variety of methods and tools for coping with fast-changing conditions: pricing, promotion and communication, offsite distribution of programs, building a brand image, audience research, service marketing, new product development, organizational self-assessment, and marketing audits. Its encyclopedic approach gives museum managers tools for everything from strategic planning and budgeting to advertising, media relations, and fundraising-providing them with the tools to create and nurture a thriving museum.
Synopsis
Museum Strategy and Marketing is the most comprehensive and level-headed presentation of its subject I have come across. The authors are sophisticated marketeers who really understand the differences between market-driven businesses and mission-driven museums. The book is not about selling widgets; it's about building museum audiences and strengthening institutions.
- Robert P. Bergman, director, The Cleveland Museum of Art
In a long-awaited answer of one of museum's most pressing challenges, Neil Kotler and Philip Kotler draw on unmatched expertise and experience to reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. In this first and only guide to planning strategy and marketing for museums, they offer an in-depth, hands-on guide to developing successful museums. The authors explain the strategic relationship between missions, audience and funding--and how managing this relationship is vital for a successful museum--and reveal how marketing tools can be used to grow healthy, vibrant museums.
The book's encyclopedic approach covers everything museum managers need to know--from strategic planning and budgeting to advertising, media relations, and fundraising--providing them with the tools to create and nurture a thriving museum.
Synopsis
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 Strategyexamines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to
- Define the exchange process between a museum's offerings and consumer value
- Differentiate a museum and communicate its unique value in a competitive marketplace
- Find, create, and retain consumers and convert visitors to members and members to volunteers and donors
- Plan strategically and maximize marketing's value
- Achieve financial stability
- Develop a consumer-centered museum
Synopsis
Competition, more programs, limited resources, building a wider audience, generating earned income, renewing exhibits and galleries, capturing the enthusiasm of young people, building collaborations?these are challenges facing today's museums, history and science centers, zoos and botanical gardens. Museum Strategy and Marketing, the first comprehensive guide to strategic planning and marketing for museums, provides a framework for future action in tackling these and other issues.In this long awaited answer of one of museums' most pressing challenges, Neil Kotler and Philip Kotler reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. Rather than seeing marketing as at odds with mission, the authors explain the strategic relationship between missions, audience and funding?and how managing this relationship is vital for a successful museum. They offer marketing tools as instruments that museum professionals can use to shape and reach their own goals, to achieve higher quality and broader support, and build healthy, vibrant museums.The book offers a variety of methods and tools for coping with fast-changing conditions: pricing, promotion and communication, offsite distribution of programs, building a brand image, audience research, service marketing, new product development, organizational self-assessment, and marketing audits. Its encyclopedic approach gives museum managers tools for everything from strategic planning and budgeting to advertising, media relations, and fundraising?providing them with the tools to create and nurture a thriving museum.
Synopsis
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 museumÕs mission, resources, opportunities, and challenges.
Museum Marketing and Strategyexamines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to
- Define the exchange process between a museumÕs offerings and consumer value
- Differentiate a museum and communicate its unique value in a competitive marketplace
- Find, create, and retain consumers and convert visitors to members and members to volunteers and donors
- Plan strategically and maximize marketingÕs value
- Achieve financial stability
- Develop a consumer-centered museum
About the Author
NEIL KOTLER is the program director and coordinator at the Smithsonian Institution. He has taught at Dartmouth College, Georgetown University, and the University of Texas at Austin. He was legislative director for Representative John Conyers, Jr. in the U.S. House of Representatives and served in the Peace Corps in Ethiopia. PHILIP KOTLER, one of the world's leading authorities on marketing, is professor of international marketing at Northwestern University's Kellogg Graduate School of Management and is the author of fifteen books--including Marketing Management and Strategic Marketing for Nonprofit Organizations--and over one hundred articles. He is also a consultant to leading corporations and nonprofit organizations.
Table of Contents
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.