Competing in the global marketplaceBy
- Ruth Rentschler, Associate Professor and Executive Director, Centre for Leisure Management Research, Deakin University, Melbourne, Australia
- Anne-Marie Hede, Deakin University, Melbourne, Australia
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 âcustomersâ; 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.
UG and PG (Levels 2 and 3) students in museum studies, non-profit marketing and arts management and marketing.Practitioners in the field such as directors, curators and museum or gallery marketing managers and those working in heritage attractions, ministries of arts and culture, local government and regional museums.
Published: July 2007
Imprint: Butterworth Heinemann
- ForewordContributorsList of Tables and FiguresAbbreviationsPrefacePart A: Museums: marketing in the Global Marketplace Major Case Study: Dr Annette van den Bosch Marketing Quai Branley Paris Theme contributorsâ¢ Associate Professor Ruth Rentschler Deakin University Museum Marketing Then and Nowâ¢ Amelia Bartak Deakin University âOn-line marketing in the information ageââ¢ Michelle Loh and Wee Wen Liew Singapore Art Museum and Singapore University âE-Marketing and Communication and the International TouristâMajor Case Study: Dr Huong Le Vietnam Museum of EthnologyPart B: The Audience Experience in a leisure contextMajor Case Study: Shape Shifters: from edification to edutainment in the museum, Dr Leonie Lockstone, Victoria UniversityTheme contributorsâ¢ Dirk von Lehm Kings College University London âUnpacking the Audience's Response: video-based field studies in museum and galleriesâ.â¢ Alix Slater and Dr Stuart Davies University of Greenwich âThe genie in the lamp: realising the potential of UK museumsââ¢ Dr Pamm Kellett Deakin University Tennis from Mega Event to Attraction: Engaging spectators in the history of tennis â¢ Daragh OâReilly UK âCurating Popular Music Art and Artefacts: Exhibiting New Model Army's 25 Years of Punk/Rock CultureâMajor Case Study: Dr Pamm Kellett Marketing sports museum collections Part C: Marketing, revenue and retailMajor Case Study: Dr Linda Young Deakin University âSatisfying heritage museum visitors in house museumsâ Theme contributorsâ¢ Associate Professor Sandra Mottner Western Washington University, USA âRetailing and the museumââ¢ Dr Anne-Marie Hede Deakin University âBrandingââ¢ Stefan Toepfler, USA, and Volker Kirchberg Germany âMuseums, Merchandising and Marketingââ¢ Dr Carol Scott Powerhouse Museum âDoing a Brand AuditâCase Study: Martha Phillips and Daragh OâReilly UK âRethinking Art Museum 'Brands': A Cross-Disciplinary CritiqueâPart D: Museum Marketing CultureMajor Case Study: Associate Professor Ruth Rentschler âMuseum of Contemporary Art, Sydney, Markets itselfâTheme contributorsâ¢ Dr Derrick Chong âThe rise and rise of museum marketing discourseâ Royal Holloway School of Management University of Londonâ¢ Fiona McLean and Mark O'Neill Head of Glasgow Museums âThe Social Museum and its Implications for Marketing' â¢ Jonathan Sweet Deakin University âMuseum architecture and design: mediating the visitor experienceââ¢ Major Case Study: Marketing Indigenous Museums Megan Cardamone Deakin University (This might be able to become a theme contribution as it is quite long âmay need to write another case ourselves)Major Case Study: Associate Professor Sandra Mottner Collaborative marketing of American historical housesMajor Case Study: Suzette Major and Tamarisk Sutherland Te Papa and Tower Ltd PartnershipTools and Contacts Web sites, government instrumentalities, private museums, organisations and individuals who can help museum marketers find resources for the future BibliographyNotes on authorsIndex