Why should museums invest time and resources in developing a
marketing strategy when there are so many other demands on their
limited budget? The simple answer is that there is evidence that
effective marketing assists the survival of the museum. Since 1991
reports from professional bodies have stressed the need for
marketing officers within museums and the importance of market
research. This practical handbook has been written to help museum
staff introduce marketing where there is none, to improve it where
it already exists, and to think of ever more creative ways to make
it serve museums. The advice given is detailed enough to be
genuinely helpful and it is presented in a friendly and accessible
style. Case studies focus on museums of different sizes and with
varied clientele - but the positive message is common to them all.
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