Strategic Planning And Marketing In Museums With Special Regard To The Situation In The United States And Austria
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Strategic Planning And Marketing In Museums With Special Regard To The Situation In The United States And Austria
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Author : Sandra Kreuzer
language : en
Publisher: GRIN Verlag
Release Date : 2009-09-28
Strategic Planning And Marketing In Museums With Special Regard To The Situation In The United States And Austria written by Sandra Kreuzer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-09-28 with Business & Economics categories.
Diploma Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, Vienna University of Economics and Business (English Business Communication), course: PV Professor Obenaus, language: English, abstract: The United States has been the leading innovator regarding the application of strategic planning and marketing principles to museums. These developments are becoming more and more important for managers of Austrian museums. Due to a continuous decline in public funds and growing competition for this decreasing pool of money it will be crucial for Austrian museums to get more access to private money sources. Consequently, they need to provide more public-oriented benefits that are not available elsewhere. It will be more important for Austrian museums to secure a high-quality service level and a positive image. One can ask, of course, if this shift of responsibility from the public towards the private sector is desirable in Austria where only few large private money sources are available. In order to raise the basic funds for the famous Austrian museums it will always be necessary to pool the money of a large number of individuals, in other words, to raise funds through taxes. That is why the question of whether Austrian museums are considered to be effective must be asked. That is, do they provide essential and up-to-date services for the people who fund them? A further question that needs to be answered is whether the services could be upgraded and extended to a broader audience with the help of sophisticated marketing techniques. It is astonishing that, especially in Austria, money and marketing are still considered dirty words in connection with museums and particularly in connection with art museums. A lot of people might be disillusioned by the fact that the effective and efficient use of money is a means to the end of creative expression and artistic communication. Michelangelo, for example, was an entrepreneur who sold his artworks for a profit. Rembrandt had a studio and employed other artists. These conditions make a comparison between the status quo in the United States and the changing situation in Austria very interesting. In 2003, the famous marketing guru Philip Kotler wrote a book about the strategic marketing process in museums, and only recently, the Österreichisches Bundesministerium für Bildung, Wissenschaft und Kultur (BM BWK), which is the Austrian Federal Ministry of Culture, Education and Research, has publicized a study on the profile, positioning and marketing performance of the federal museums. Therefore it is clear that these issues are subjects of current debate – not only within the museum community.
Museum Marketing And Strategy
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Author : Neil G. Kotler
language : en
Publisher: John Wiley & Sons
Release Date : 2016-08-25
Museum Marketing And Strategy written by Neil G. Kotler and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-25 with Business & Economics categories.
This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to Define the exchange process between a museum's offerings and consumer value Differentiate a museum and communicate its unique value in a competitive marketplace Find, create, and retain consumers and convert visitors to members and members to volunteers and donors Plan strategically and maximize marketing's value Achieve financial stability Develop a consumer-centered museum
The Manual Of Strategic Planning For Museums
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Author : Gail Dexter Lord
language : en
Publisher: AltaMira Press
Release Date : 2007-04-16
The Manual Of Strategic Planning For Museums written by Gail Dexter Lord and has been published by AltaMira Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-04-16 with Business & Economics categories.
While some view strategic planning with trepidation, it is one of a museum's strongest tools for improving quality, motivating staff and board members, adapting to environmental changes, and preparing the groundwork for future initiatives. The Manual of Strategic Planning for Museums offers proven methods for successful strategic planning in museums from two experienced leaders in the field.
Museum Strategy And Marketing
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Author : Neil G. Kotler
language : en
Publisher: Jossey-Bass
Release Date : 1998-05-08
Museum Strategy And Marketing written by Neil G. Kotler and has been published by Jossey-Bass this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998-05-08 with Business & Economics categories.
This guide to marketing for museums has been updated to address the growing impact of technology, shifts in museum branding and marketing strategy, and also it adds international case studies.
Museum Management And Marketing
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Author : Richard Sandell
language : en
Publisher: Routledge
Release Date : 2007-04-11
Museum Management And Marketing written by Richard Sandell and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-04-11 with Business & Economics categories.
Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, this Reader investigates the closely linked areas of management and marketing in the museum. The articles, from established and world-renowned contributors, practitioners and writers at the leading edge of their fields, deal with the museum context of management and how marketing and management practices must take account of the specifics of the museum and the not-for-profit ethos. Key writings from broader literature are included, and the collection of key writings on the investigation and study of management and marketing in the museum are of great benefit not only to those studying the subject, but also to professionals working and developing within the field.
Strategic Thinking And Planning
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Author : Daryl Fischer
language : en
Publisher: Templates for Trustees
Release Date : 2018
Strategic Thinking And Planning written by Daryl Fischer and has been published by Templates for Trustees this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018 with Museums categories.
This book and the accompanying templates will model the kind of thinking that is required not only to create a strategic plan that is tailored to each institution, but also to stay focused on the strategic aspects of governance while implementing that plan.
Museum Marketing
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Author : Ruth Rentschler
language : en
Publisher: Routledge
Release Date : 2009-11-04
Museum Marketing written by Ruth Rentschler and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-04 with Business & Economics categories.
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 visitors as ‘customers’; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers: * A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia * An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age' * Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.
Marketing And Public Relations For Museums Galleries Cultural And Heritage Attractions
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Author : Ylva French
language : en
Publisher: Routledge
Release Date : 2011
Marketing And Public Relations For Museums Galleries Cultural And Heritage Attractions written by Ylva French and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Art categories.
Visitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future. A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns. Population patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions.
The Manual Of Strategic Planning For Cultural Organizations
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Author : Gail Dexter Lord
language : en
Publisher: Rowman & Littlefield
Release Date : 2017-03-17
The Manual Of Strategic Planning For Cultural Organizations written by Gail Dexter Lord and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-17 with Business & Economics categories.
The Manual of Strategic Planning for Cultural Organizations adopts a hollistic approach to the creative world of cultural institutions. By encompassing museums, art galleries, gardens, zoos, science centers, historic sites, cultural centers, festivals, and performing arts, this book responds to the reality that boundaries are being blurred among institutional types—with many gardens incorporating exhibitions, many museums part of multidisciplinary cultural centers and festivals.. As cultural leaders transform the arts in the twenty-first century, this “whole career” manual will prepare readers for every stage. Three key areas covered are: Leadership change. This chapter explains the role of strategic planning when an institution is going through the process of hiring a new director. A question we are frequently asked is “Should the strategic plan precede the search process or should it wait until the new director takes up the position?” Institutional change. Increasingly, cultural organizations are going through major change: from public-sector agencies to nonprofit corporations; from private ownership to non-profit status; from nonprofit status to a foundation, and many other variations. This book addresses the role of strategic planning during these transitions. Staff empowerment. This manual addresses the opportunities for staff at all levelsto grow by participating in strategic planning. This edition focuses on how to engage and empower staff. A Guide for Museums, Performing Arts, Science Centers, Public Gardens, Heritage Sites, Libraries, Archives, and Zoos is a game-changing book with broad reach into the cultural sector, while still serving the museum community.
The Museum Manager S Compendium
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Author : John W. Jacobsen
language : en
Publisher: Rowman & Littlefield
Release Date : 2017-09-22
The Museum Manager S Compendium written by John W. Jacobsen and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-22 with Business & Economics categories.
The Museum Manager’s Compendium: 101 Essential Tools and Resources helps you make and implement your decisions as a museum manager and strategic planner. This book’s 101 sections present a treasure trove of definitions, diagrams, processes, choices, and worksheets, in major areas of museum management. Collectively, they reflect the literature and contributions of some of the field’s best thinkers. The resources distill half a century of museum experience over hundreds of projects done by scores of talents and experts internationally for all types of museums. The Museum Manager’s Compendium can be used as: A frequent reference book to consult when facing decisions or planning for the future A source of examples and templates of common museum reports A source of answers and options for strategic planning questions A crib book to extract text when drafting internal proposals and plans A primer when welcoming new partners and Board members A quick study and refresher of key aspects of museum practice An orientation to new staff A glossary for building shared definition among team members The Museum Manager’s Compendium is for museum professionals—leaders, managers, coordinators, professional counsel, contractors, evaluators, supporters, and policy makers— to use often. It is a must-own reference book for every museum professional responsible for decisions and implementation.