Museum Marketing

1st Edition

Competing in the global marketplace

Authors: Ruth Rentschler Anne-Marie Hede
Paperback ISBN: 9780750680653
Imprint: Butterworth-Heinemann
Published Date: 3rd July 2007
Page Count: 296


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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.

Key Features

  • The most up-to-date treatment of marketing museums with a global approach
  • Blend of academic and practitioner expertise to appeal to students and professionals seeking a contemporary and relevant approach
  • Features a range of international case studies that demonstrate the museum experience and draw out the particular challenges that museums and galleries of varying sizes and types face in the global marketplace


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.

Table of Contents

Foreword Contributors List of Tables and Figures Abbreviations Preface

Part A: Museums: marketing in the Global Marketplace

Major Case Study: Dr Annette van den Bosch Marketing Quai Branley Paris Theme contributors Associate Professor Ruth Rentschler Deakin University Museum Marketing Then and Now Amelia Bartak Deakin University ‘On-line marketing in the information age’ Michelle Loh and Wee Wen Liew Singapore Art Museum and Singapore University ‘E-Marketing and Communication and the International Tourist’

Major Case Study: Dr Huong Le Vietnam Museum of Ethnology

Part B: The Audience Experience in a leisure context

Major Case Study: Shape Shifters: from edification to edutainment in the museum, Dr Leonie Lockstone, Victoria University

Theme contributors Dirk von Lehm Kings College University London ‘Unpacking the Audience's Response: video-based field studies in museum and galleries’. Alix Slater and Dr Stuart Davies University of Greenwich ‘The genie in the lamp: realising the potential of UK museums’ Dr Pamm Kellett Deakin University Tennis from Mega Event to Attraction: Engaging spectators in the history of tennis Daragh O’Reilly UK ‘Curating Popular Music Art and Artefacts: Exhibiting New Model Army's 25 Years of Punk/Rock Culture’

Major Case Study: Dr Pamm Kellett Marketing sports museum collections

Part C: Marketing, revenue and retail

Major Case Study: Dr Linda Young Deakin University ‘Satisfying heritage museum visitors in house museums’

Theme contributors Associate Professor Sa


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About the Author

Ruth Rentschler

Affiliations and Expertise

Associate Professor and Executive Director, Centre for Leisure Management Research, Deakin University, Melbourne, Australia

Anne-Marie Hede

Affiliations and Expertise

Deakin University, Melbourne, Australia