This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resourацщекces, opportunities, and challenges "Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources" examines the full range of marketing techniques and includes the most current information on positioning, branding, aбжщеыnd e-marketing The book addresses the issues of most importance to the museum community and shows how to Define the exchange process between a museum's offerings and consumer value; Differentiate a museum and communicate its unique value in a competitive marketplace; Find, create, and retain consumers and convert visitors to members and members to volunteers and donors; Plan strategically and maximize marketing's value; Achieve financial stability; Develop a consumer-centered mбпрюлuseum 2-nd edition Авторы Neil G Kotler Neil G Kotler, Neil Kotler Филип Котлер Philip Kotler Профессор международного маркетинга Высшей школы менеджмента ДжЛКеллога при Северо-Западном университете Получил степень магистра экономики в Чикагском университете и звание доктора философии Автор многих книг по маркетингу и менеджменту, а также им Wendy I Kotler.