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Marketing the Museum de Fiona Mclean

Marketing the Museum: Heritage: Care-Preservation-Management

Autor Fiona Mclean
en Limba Engleză Paperback – 26 dec 1996
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.
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Specificații

ISBN-13: 9780415152938
ISBN-10: 0415152933
Pagini: 268
Dimensiuni: 178 x 254 x 20 mm
Greutate: 0.5 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Heritage: Care-Preservation-Management

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Undergraduate

Recenzii

'Fiona McLean's book is particularly welcome since she has achieved a scholarly text, demonstrating clear understanding of the ethos of museums, as well as breadth of knowledge of marketing itself.' - Heritage Development

"This book should be a resource, not just for museum marketing professionals, but also for museum directors, trustees, politicians and others who have oversight responsibility for museums." - Museum International

Cuprins

Introduction Part I Issues and challenges 1 The museum context 2 The marketing context 3 The museum's environment 4 Museums and the public Part II The practice 5 The museum's markets 6 The museum product 7 Communicating the museum product 8 Resource attraction 9 Implementing the marketing effort Fictional case-study: Marketing plan for Currie Natural History Museum 10 Future developments for marketing the museum

Notă biografică

Fiona McLean is a Lecturer in Marketing at the University of Stirling. She has been widely published in journals on her special research interest: the application of marketing to the museum and heritage industry.

Descriere

The ideal guide to the ways in which museums can achieve a marketing orientation. It is essential reading for museum professionals, students and anyone in the heritage industry around the world.