E-Book Overview
Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.
E-Book Content
MARKETING THE MUSEUM The history of the museum is one of shifting purposes and changing ideals. Taking a necessarily close look at the specific needs of this sector, this volume asks if it is possible to define the ‘product’ which the modern museum can offer. Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? Or, as anti-marketing lobbies believe, should marketing play only the smallest of roles, if any at all? In this volume, the marketing of a museum is not seen in terms of ‘product’, but rather as the process by which one can build a relationship between the museum and the public. This study is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. It gives practical guidelines to the specific ways in which marketing can be tailored to the needs of museums and become a useful as well as an acceptable part of today’s museums in fulfilling their ultimate purpose in serving the community. In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealings in the many branches of the heritage industry around the world. Fiona McLean is a Lecturer in Marketing at the University of Stirling. She has been widely published in journals on her special research interest: the application of marketing to the museum and heritage industry. The Heritage: Care-Preservation-Management programme has been designed to serve the needs of the museum and heritage community worldwide. It publishes books and information services for professional museum and heritage workers, and for all the organisations that service the museum community. Editor-in-chief: Andrew Wheatcroft Architecture in Conservation: Managing developments at historic sites James Strike The Development of Costume Naomi Tarrant Forward Planning: A handbook of business, corporate and development planning for museums and galleries Edited by Timothy Ambrose and Sue Runyard The Handbook for Museums Gary Edson and David Dean Heritage Gardens: Care, conservation and management Sheena Mackellar Goulty Heritage and Tourism in ‘the global village’ Priscilla Boniface and Peter J.Fowler The Industrial Heritage: Managing resources and uses Judith Alfrey and Tim Putnam Managing Quality Cultural Tourism Priscilla Boniface Museum Basics Timothy Ambrose and Crispin Paine Museum Exhibition: Theory and practice David Dean Museum, Media, Message Edited by Eilean Hooper-Greenhill Museum Security and Protection: A handbook for cultural heritage institutions ICOM and ICMS Museums 2000: Politics, people, professionals and profit Edited by Patrick J.Boylan Museums and the Shaping of Knowledge Eilean Hooper-Greenhill Museums and their Visitors Eilean Hooper-Greenhill Museums without Barriers: A new deal for disabled people Fondation de France and ICOM The Past in Contemporary Society: Then/Now Peter J.Fowler The Representation of the Past: Museums and heritage in the post-modern world Kevin Walsh Towards the Museum of the Future: New Eur