Museum marketing and strategy : designing missions, building audiences, generating revenue and resources.

The authors offer museum managers a variety of methods and tools for coping with fast-changing conditions: pricing, promotion and communication, offsite distribution of programs, building a brand image, audience research, service marketing, new product development, organizational self-assessment, and marketing audits. How museums can build revenue, audiences, and resources while maintaining and advancing mission. Attention is also given to strategic planning and marketing, budgeting, advertising, media relations and fundraising.