Marketing the Museum (Heritage 2024 pdf epub mobi 电子书

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发表于2024-11-23

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出版者:Routledge

作者:Fiona Mclean

出品人:

页数:272

译者:

出版时间:1997-01-31

价格:USD 51.95

装帧:Paperback

isbn号码:9780415152938

丛书系列:

图书标签: museology

Marketing the Museum (Heritage 2024 pdf epub mobi 电子书图书描述

The history of the museum is one of shifting purposes and changing ideals. Taking a close look at the specific needs of this sector, this volume asks if it is possible to define the "product" which the modern museum can offer. Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? Or, as anti-marketing lobbyists believe, should marketing play only the smallest of roles, if any at all? In this volume, the marketing of a museum is not seen in terms of "product", but rather as the process by which one can build a relationship between the museum and the public. This study shows how museums can overcome the numerous hurdles on the route to achieving a marketing orientation. It gives practical guidelines to the specific ways in which marketing can be tailored to the needs of museums and play a useful and acceptable role in today's museums, in achieving their ultimate purpose of serving the community.

Marketing the Museum (Heritage 2024 pdf epub mobi 电子书

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