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 museumÕs 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 museumÕs 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 marketingÕs value

• Achieve financial stability

• Develop a consumer-centered museum