Title Details

NEIL KOTLER is the program director and coordinator at the Smithsonian Institution. He has taught at Dartmouth College, Georgetown University, and the University of Texas at Austin. He was legislative director for Representative John Conyers, Jr. in the U.S. House of Representatives and served in the Peace Corps in Ethiopia. PHILIP KOTLER, one of the world's leading authorities on marketing, is professor of international marketing at Northwestern University's Kellogg Graduate School of Management and is the author of fifteen books--including Marketing Management and Strategic Marketing for Nonprofit Organizations--and over one hundred articles. He is also a consultant to leading corporations and nonprofit organizations.

MUSEUMS FACE THE TWENTY-FIRST CENTURY.

The Diverse World of Museums.

Strategic Museum Challenges: Mission, Audience, and Funding.

STRATEGIC PLANNING FOR MUSEUMS.

Museums Turn to Strategic Planning.

Understanding Museum Audiences.

Applying Market Segmentation, Targeting, and Positioning.

STRATEGIES AND TOOLS FOR MUSEUM DEVELOPMENT.

Using Marketing Research and Information-Gathering Tools.

Developing Attractive Offerings: Exhibitions, Programs, Experiences, Services.

Distributing the Museum's Offerings and Services.

Communicating and Promoting: Image and Brand Building, Advertising, Public Relations, Direct Marketing, and Sales.

Setting Pricing and Revenue-Building Strategies.

Attracting Resources: Building Member, Volunteer, and Donor Support.

Developing the Marketing Organization: Plans, Budgets, Implementation, and Control.

Conclusion: Securing the Future of Museums.

"This book is both a resource for and a challenge to the museum profession. Its clear and objective treatment of strategy and marketing should help not-for-profits compete more effectively while its recognition of the primacy of museums' permanent collections both respects and helps clarify the essential ways in which out missions must inform our management." -James N. Wood, director and president, The Art Institute of Chicago

"A must read for every Museum Director, Executive and Trustee. Marketing orientation and strategy are key to the survival and growth of any museum. this book provides the needed blueprint." -Jerry Yoram Wind, The Lauder Professor and professor of Marketing, The Wharton School, Trustee, The Philadelphia Museum of Art

"Museum Strategy and Marketing is the most comprehensive and level-headed presentation of its subject I have come across. The authors are sophisticated marketeers who really understand the differences between market-driven businesses and mission-driven museums. The book is not about selling widgets; it's about building museum audiences and strengthening institutions." -Robert P. Bergman, director, The Cleveland Museum of Art

"Neil and Philip Kotler have written a brilliant and comprehensive textbook for serious, entrepreneurial museum professionals who must plot a course for the new millennium. This scholarly and highly readable book will teach the most experienced leaders how to reach the elusive 'next level' of performance. I learned so much from Museum Strategy and Marketing that I consider it required reading for all zoo and aquarium managers in pursuit of excellence." -Terry Maple, president-elect, American Zoo and Aquarium Association

"This comprehensive volume offers a primer for planners, a tool for marketers, and insights for trustees; it is a guide for building audiences, attracting doors, and enhancing the 'museum experience' for all constituencies." -Stephen A. Greyser, Richard P. Chapman Professor (Marketing and Communications), Harvard Business School and marketing committee chair, Museum of Fine Arts, Boston

"Nothing can be more critical to the future of any museum than a well designed mission and a marketing program that will build audience and generate revenues. The Kotlers have provided museum trustees and managements with an insightful and practical guide to the most essential aspects to assure success." -Harold M. Williams, President Emeritus of the J. Paul Getty Trust

"Museum Strategy and Marketing isn't the new jargon. It's a new set of probing questions about museum purpose, structure and operations by authors in touch with both museum realities and business school approaches. Museum boards and directors will be interested in Museum Strategy and Marketing because Neil and Philip Kotler raise questions that they should be asking." -Philip M. Nowlen, assistant executive vice chancellor, University of California, Irvine

"The Kotler brothers have brought together the best of current museum strategic planning and marketing theory and practice in a book that will stimulate readers to begin working toward making their own institutions more successful in the marketplace" -G. Donald Adams, director of marketing at the Automotive Hall of Fame

"Museum Strategy and Marketing offers excellent models, pertinent advice, and a wealth of useful strategies from experienced, articulate professionals. Museum professionals in institutions of various types and sizes will find this extensive manual an aid and even an inspiration." -Robert R. Archibald, Ph.D., president of Missouri Historical Society

"Museum Strategy and Marketing is a fascinating blend of real world experience in managing museums and classic business theory. The book offers thought-provoking models for both museum professionals and volunteer leadership." -David Mosena, president and CEO, Museum of Science and Industry, Chicago