Kotler, N. & Kotler, P. (1998). Museum strategy and marketing. San Francisco: Jossey-Bass.


Tables, Figures, and Exhibits XIII


Model Museum Practices XVII


Preface XIX


Acknowledgments XXV


The Authors XXVII


Part one: museums face the twenty-first century
1
1
The Diverse World of Museums
•    The Museum Experience • Museums Defined and Compared • Museums Evolve
•  Types of Museums: A Survey
3
2
Strategic Museum Challenges: Mission, Audience, and Funding
•  Challenge One: Designing a Mission and Identity • Challenge Two: Building an Audience • Challenge Three: Attracting Financial Resources • Summary
28

Part two: strategic planning for museums
57
3
Museums Turn to Strategic Planning
•  Strategic Market Planning System • Setting the Marketing Strategy
•  Organizational Design • Systems Design • Summary
59
4
Understanding Museum Audiences
•  Characteristics of the Museum Audience • Choosing a Museum Visit:
Stages in Museum-Goer Decision Making • Factors Influencing Museum-Going Behavior • Summary
99
5
Applying Market Segmentation, Targeting, and Positioning
•  Approaches to Markets • Bases for Segmenting Markets • Targeting Specific Market Segments • Positioning the Museum and Its Offerings • Summary
123

Part three: strategies and tools for museum development
145
6
Using Marketing Research and Information-Gathering Tools
•  Resistance to Marketing Research • Museum Applications of Marketing Research • Data Sources and Research Tools • Marketing Research Budgeting • Main Steps in the Research Process • Summary
147
7
Developing Attractive Offerings: Exhibitions, Programs, Experiences, Services
•  Collections and Exhibits • Programs • Services • Purchasable Products
•  Ongoing and New Offerings • Summary
174
8
Distributing the Museum’s Offerings and Services
•  The Main Facility • Physical Branches • Off-Site Programs
•  Publications • Electronic and Digital Distribution • Summary
193
9
Communicating and Promoting: Image and Brand Building, Advertising, Public Relations, Direct Marketing, and Sales
•  Image and Brand Building • Advertising • Public Relations
•  Direct Marketing • Sales Promotion • Summary
219
10
Setting Pricing and Revenue-Building Strategies
•  Pricing Admission • Pricing Loaned Objects • Pricing Special Exhibits and Events • Pricing Membership • Pricing Merchandise • Pricing Facilities Rental • Donor Pricing • Summary
264
11
Attracting Resources: Building Member, Volunteer, and Donor Support
• Attracting and Developing Members • Attracting and Developing Volunteers • Attracting and Developing Donors • Summary
287
12
Developing the Marketing Organization: Plans, Budgets, Implementation, and Control
• Marketing's Role in the Museum • Developing Marketing Plans
• Developing Marketing Budgets • Marketing Implementation
• Marketing Control • Marketing Audit • Summary
320

Conclusion: Securing the Future of Museums
• Museums and Marketing • Future Directions for Museums
• Collaborating with Other Institutions • Developing a Larger Number of Museum-Goers • Attracting Young People
348

Appendix: Twenty-One Ways to Buy Art, Stephen E. Weil
363

References
369

Index
379