Marketing the Museum by Fiona Mclean

Marketing the Museum by Fiona Mclean

Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.

'Fiona McLean's book is particularly welcome since she has achieved a scholarly text, demonstrating clear understanding of the ethos of museums, as well as breadth of knowledge of marketing itself' - Heritage Development

"This book should be a resource, not just for museum marketing professionals, but also for museum directors, trustees, politicians and others who have oversight responsibility for museums." - Museum International

Fiona McLean is a Lecturer in Marketing at the University of Stirling. She has been widely published in journals on her special research interest: the application of marketing to the museum and heritage industry.

SKU	Unavailable
ISBN 13	9780415152938
ISBN 10	0415152933
Title	Marketing the Museum
Author	Fiona Mclean
Condition	Unavailable
Binding Type	Paperback
Publisher	Taylor & Francis Ltd
Year published	1996-12-26
Number of pages	268
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.