Team Emotional and Social Intelligence (TESI Short) (Essential Resources for Training and Hr Professionals)团队情感与社会智能

作者： Neil G. Kotler, Philip Kotler, Wendy I. Kotler 著

出 版 社：

出版时间： 2008-8-1字数：版次： 1页数： 511印刷时间： 2008/08/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780787996918包装： 精装内容简介

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

作者简介

Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution.

目录

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

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