Creating bonds : successful marketing in museums : a collection of essays

Incluye índice

The role of HR in creating a successful brand / Adam Lumb -- The rebirth of a small museum / Alexander Gates -- Developing an art museum brand strategy / Bonnie B. Briggs ; Amy Nelson -- Branding in a brand-hostile environment / Bruno Bahunek -- Managing the National Gallery brand / Danielle Chidlow -- Courting Generation Next / Erin Barnes -- Audience-centred services / G-Gina Koutsika -- Developing dialogue / Jenny Wong -- Marketing a small, underfunded gallery / Kate Knowles -- Ethnographic research : a fresh eye on marketing / Margot Wallace -- Defining a new venue in a crowded market / Rachel Collins -- Branding and organisational behaviour / Sian Walters.

"International marketing professionals working in and with museums share their latest insights and experiences of attracting and involving a wide range of constituencies. This series of essays covers the following key issues: establishing, developing and managing the museum's brand; case studies of successful marketing initiatives large and small; how best to communicate with specific market sectors; the role of Human Resources in brand development; establishing a new attraction in a crowded market; marketing in a brand-hostile environment; analysing your audiences. Marketing professionals from world-class institutions - including London's National Gallery, Tate Britain and the Natural History Museum - share their experiences and insights." -- tomado de la página del proveedor.