This newly revised and updated edition of the classic resource onmuseum marketing and strategy provides a proven framework forexamining marketing and strategic goals in relation to a museum'smission, resources, opportunities, and challenges. MuseumMarketing and Strategy examines the full range of marketingtechniques and includes the most current information onpositioning, branding, and e-marketing. The book addresses theissues of most importance to the museum community and shows how to

• Define the exchange process between a museum's offerings andconsumer value
• Differentiate a museum and communicate its unique value in acompetitive marketplace
• Find, create, and retain consumers and convert visitors tomembers and members to volunteers and donors
• Plan strategically and maximize marketing's value
• Achieve financial stability
• Develop a consumer-centered museum