This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategi

Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visit

Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, t

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.

Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visit