by Sally Prince Davis (1991)
This books shows how to get the most from your efforts and talents! First hand experiences show you what to do (and what to avoid).
George E. Belch [and others
This second edition builds on the success of the market-leading first edition, recognising that advertising has become a blank canvas, where marketers must look beyond traditional media and conventional thinking to achieve success.
Neil G. Kotler, Philip Kotler, Wendy I. Kotler
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, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and 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 museum
Richard J. Varey
Marketing Communication challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building.This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced.The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century.Marketing Communication investigates the problems of organizing and locating marketing in a business corporation, management responsibility for planning and decision making, and the role of the marketing communication manager in contemporary society.
Kathleen de la Peña McCook, Margaret Myers
Each book offers: The latest information on a field of interest; Training and educational requirements for each career; Salary statistics for different positions within each field, and Up-to-date professional and Internet resources.