\(
\def\WIPO{World Intellectual Property Organisation}
\)
Creating bonds : successful marketing in museums : a collection of essays.
2009
R 01 LUM.C
Available at WIPO Library
Items
Details
Title
Creating bonds : successful marketing in museums : a collection of essays.
Author
Lumb, Adam (ed.), author.
Lumb, Adam.
Gates, Alexander.
Briggs, Bonnie B.
Nelson, Amy.
Bahunek, Bruno.
Chidlow, Danielle.
Barnes, Erin.
Koutsika, G-Gina.
Wong, Jenny.
Knowles, Kate.
Wallace, Margot.
Collins, Rachel.
Walters, Sian.
Lumb, Adam.
Gates, Alexander.
Briggs, Bonnie B.
Nelson, Amy.
Bahunek, Bruno.
Chidlow, Danielle.
Barnes, Erin.
Koutsika, G-Gina.
Wong, Jenny.
Knowles, Kate.
Wallace, Margot.
Collins, Rachel.
Walters, Sian.
Description
221 pages ; 20 cm.
ISBN
9780956194329
095619432X
095619432X
Alternate Call Number
R 01 LUM.C
Summary
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.
Formatted Contents Note
The role of HR in creating a successful brand; The rebirth of a small museum; Developing an art museum brand strategy; Branding in a brand-hostile environment; Managing the national gallery brand; Courting generation next; Audience-centred services; Developing dialogue; Marketing a small, underfunded gallery; Ethnographic research: a fresh eye on marketing; Defining a new venue in a crowded market; Branding and organisational behaviour.
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.
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.
Series
Series
A. Collection Of Essays.
Published
Edinburgh : MuseumsEtc, 2009.
Language
English
Record Appears in
all
Subject
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.