Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as 'customers'; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers: * A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia * An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age' * Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.

Ruth Rentschler

Part A Museums: Marketing in the Global Marketplace; Chapter 1 Major Case Study: Cultural Memory Re-Presented at the Quai Branly Museum, Annette Van den Bosch; Museum Marketing: no Longer a Dirty Word, Ruth Rentschler; The De; Part ing Train: On-Line Museum Marketing in the Age of Engagement, Amelia Bartak; E-Marketing, Communications and the International Tourist, Wee Wen Liew, Michelle Loh; Chapter 2 Major Case Study: Vietnam Museum of Ethnology, Huong Le; Part B The Audience Experience in a Leisure Context; Chapter 3 Major Case Study: Shape Shifters-The Role and Function of Modern Museums, Leonie Lockstone; The Boag's Centre for Beer Lovers: Building Brand With a Corporate Museum, Kim Lehman, John Byrom; Knowing How to Look at Art, Dirk Vom Lehn; 'Constructive chillers': a new market for museums, Alix Slater; Sport museums: marketing to engage consumers in sport heritage, Pamm Kellett; By the Community, for the Community: Exhibiting New Model Army's 25 Years of Rock Visual Heritage, Daragh O'Reilly; Chapter 4 Major Case Study: Tennis Australia-What to do With a Heritage Collection of Great Significance, Pamm Kellett; Part C Marketing, Revenue and Retail; Chapter 5 Major Case Study: Welcome to Our House-Satisfying Visitors to the Historic House Museum, Linda Young; Retailing and the Museum: Applying the Seven 'P's of Services Marketing to Museum Stores, Sandra Mottner; Branding Museums in the Global Marketplace, Anne-Marie Hede; Museums and Merchandising, Stefan Toepler, Volker Kirchberg; Branding Museums, Carol Scott; Chapter 6 Major Case Study: Rethinking Tate Modern as an Art Museum 'Brand', Martha Phillips, Daragh O'Reilly; Part D Museum Marketing Culture; Chapter 7 Major Case Study: Museum of Contemporary Art Markets Itself, Ruth Rentschler; The Rise and Rise of Art Museum Marketing Discourse, Derrick Chong; 'The Social Museum' and its Implications for Marketing, Fiona McLean, Mark O'Neill; Museum Architecture and Visitor Experience, Jonathan Sweet; Chapter 8 Major Case Study: Internet Marketing at Maningrida Arts and Culture, 1995-2006, Megan Cardamone; Chapter 9 Major Case Study: Historic Museum 'Co-Opetition'-the Case of the James River Plantations, Sandra Mottner; Chapter 10 Major Case Study: Strategic; Part nerships Between Museums and Corporate Organizations-the Marriage of the Museum of New Zealand Te Papa Tongarewa and Tower, Suzette Major, Tamarisk Sutherland;