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Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions - Sue Runyard

Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions

Paperback Published: 9th March 2000
ISBN: 9780742504073
Number Of Pages: 304

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Marketing and public relations have become central to the success of a museum institution. Without effective use of both, museums of all kinds will fail to maximize their potential and fulfill their financial and cultural missions. This definitive guide describes the role of marketing and effective marketing and public relations techniques any museum or heritage site can utilize.

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Runyard and French have produced a solid handbook on museum marketing and public relations, providing the tools and techniques to be applied and the lessons to be learned from a variety of museum situations. Marketing and Public Relations Handbook will help a museum focus its energies on its audience as well as on staff and collections, the first step in competing successfully in the marketplace.--Neil G. Kotler "Museum News "

Forewordp. ix
Introductionp. xiii
What is marketing?p. 1
The marketing audit: internal factorsp. 10
Natural History Museum, Londonp. 18
The marketing audit: external factorsp. 25
Long Beach Museum of Art, Californiap. 35
Designing the marketing strategyp. 39
Penshurst Place and Gardens, Kentp. 51
The marketing plan: traditional techniquesp. 55
'Eternal China' exhibition in Californiap. 69
Fishbourne Roman Palace and Gardens, Sussexp. 83
Advice from an advertising professionalp. 90
Tourism marketingp. 93
Tourism marketing in an overcrowded market place (Bath)p. 100
Marketing: new techniques and how to use themp. 104
The promotion of Hampshire art galleriesp. 112
Audience developmentp. 114
Audience development for the Getty Center, Los Angelesp. 122
Research and evaluationp. 125
Economic impact--'Eternal China', Californiap. 134
Visitor research--J. Paul Getty Museum, Los Angelesp. 136
The Tate at St Ives, Cornwallp. 137
The Museum of Science and Industry, Manchesterp. 141
Principles of public relationsp. 147
Public relations strategyp. 155
Creating and promoting Museums Weekp. 165
The media overviewp. 169
Working with the mediap. 179
Press campaign for the George Washington exhibition, Huntingdon Library, San Marinop. 193
Saving the Moran painting for the Bolton Museum and Art Galleryp. 202
How the Angel of the North took the media by stormp. 204
Communicating in a crisisp. 209
Accidents and incidents--some examplesp. 219
Dealing with the threat of funding cutsp. 223
Events as part of public relationsp. 226
A pre-Christmas event at the Natural History Museum, Londonp. 238
Evaluating and measuring public relationsp. 242
Communicating with staff and stakeholdersp. 250
Stakeholders: an example from St Albans, Hertfordshirep. 259
The relationship between marketing, public relations and fund-raisingp. 263
Extract, Museums and Galleries Commission Museum Visitor Study (MORI 1999)p. 272
Resourcesp. 276
Referencesp. 282
Indexp. 283
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9780742504073
ISBN-10: 0742504077
Audience: General
Format: Paperback
Language: English
Number Of Pages: 304
Published: 9th March 2000
Publisher: ALTA MIRA PR
Country of Publication: US
Dimensions (cm): 23.11 x 15.55  x 1.91
Weight (kg): 0.49

Earn 256 Qantas Points
on this Book