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In today's busy world, museums compete for visitors not only with other museums, but also with a worthy selection of cultural institutions from performing arts

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

This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice.

Museums are the mental park of cities. In the long period of social development they have been assembled with multi-functions and become an indispensable part o