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