Sue Runyard, Ylva French

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

• Broschiertes Buch

Produktbeschreibung

This definitive guide describes the role of marketing and effective marketing and public relations techniques any museum or heritage site can utilize.

Produktdetails

• Verlag: Altamira Press
• Seitenzahl: 306
• Erscheinungstermin: 9. März 2000
• Englisch
• Abmessung: 229mm x 152mm x 17mm
• Gewicht: 446g
• ISBN-13: 9780742504073
• ISBN-10: 0742504077
• Artikelnr.: 21048997

Autorenporträt

By Sue Runyard and Ylva French

Inhaltsangabe

Chapter 1 Introduction Chapter 2 Foreword Chapter 3 1. What is Marketing
Chapter 4 2. The Marketing Audit-Internal Factors Chapter 5 3. The
Marketing Audit-the External Environment Chapter 6 4. Designing the
Marketing Strategy Chapter 7 5. The Marketing Plan-Traditional Techniques
Chapter 8 6. Tourism Marketing Chapter 9 7. New Techniques in Marketing
Chapter 10 8. Audience Development Chapter 11 9. Marketing Research,
Evaluation and Design Chapter 12 10. Principles of Public Relations Chapter
13 11. Public Relations Strategy Chapter 14 12. The Media Overview Chapter
15 13. Working with the Media Chapter 16 14. Communicating in a Crisis
Chapter 17 15. Events as Part of Public Relations Chapter 18 16. Evaluating
and Measuring in Public Relations Chapter 19 17. Communicating with Staff
and Stakeholders Chapter 20 18. The Relationship between Marketing/PR and
Fundraising Chapter 21 Appendix I Chapter 22 Extract from MGC/MORI Research
Chapter 23 Appendix II Long Beach Museum Case Study Chapter 24 Resources