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Description - Marketing the Museum by Fiona McLean

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.

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Book Details

ISBN: 9780415152938
ISBN-10: 0415152933
Format: Paperback
(254mm x 178mm x mm)
Pages: 268
Imprint: Routledge
Publisher: Taylor & Francis Ltd
Publish Date: 26-Dec-1996
Country of Publication: United Kingdom

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Books By Fiona McLean

Marketing the Museum by Fiona McLean
Hardback, December 1996