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Museum Management and Marketing

Book Description

Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, this Reader investigates the closely linked areas of management and marketing in the museum.

The articles, from established and world-renowned contributors, practitioners and writers at the leading edge of their fields, deal with the museum context of management and how marketing and management practices must take account of the specifics of the museum and the not-for-profit ethos.

Key writings from broader literature are included, and the collection of key writings on the investigation and study of management and marketing in the museum are of great benefit not only to those studying the subject, but also to professionals working and developing within the field.

Table of Contents

  1. Front cover
  2. Museum Management and Marketing
  3. Leicester Readers in Museum Studies
  4. Title Page
  5. Copyright
  6. Dedication
  7. Contents
  8. List of Contributors
  9. Series Preface
  10. Acknowledgements
  11. Preface
  12. 1 Complexity and Creativity in Contemporary Museum Management
  13. PART ONE MUSEUMS AND CHANGE
    1. Introduction to Part One
    2. 2 Leading Change: Why transformation efforts fail
    3. 3 From Being about Something to Being for Somebody: The ongoing transformation of the American museum
    4. 4 Museums: Challenges for the 21st century
    5. 5 Embracing Organization al Change in Museums: A work in progress
    6. 6 Museum Staff Perspectives on Organization al Change
  14. PART TWO MUSEUM MANAGEMENT
    1. Introduction to Part Two
    2. 7 The Effective Management of Museums: Cohesive leadership and visitor-focused public programming
    3. 8 The University Art Museum: Defining purpose and mission
    4. 9 Strategic Management for Visitor-oriented museums: A change of focus
    5. 10 Liberty Science Center in the United States: A mission focused on external relevance
    6. 11 Measuring Social Value
    7. 12 Beyond Big and Awesome: Outcome-based evaluation
    8. 13 The Strategic Significance of Workforce Diversity in Museums
    9. 14 Volunteers in the Heritage Sector: A neglected audience?
    10. 15 Emotion al Intelligence, Passion and Museum Leadership
    11. 16 Visionary Leadership and Missionary Zeal
    12. 17 Interim Directorships in Museums: Their impact on individuals and significance to institutions
  15. PART THREE MARKETING THE MUSEUM
    1. Introduction to Part Three
    2. 18 The Marketing Approach in Museums
    3. 19 Can Museums Be All Things to All People? Missions, goals, and marketing’s role
    4. 20 Strangers, Guests, or Clients? Visitor experiences in museums
    5. 21 Museum Marketing: Understanding different types of audiences
    6. 22 Expanding the Museum Audience through Visitor Research
    7. 23 Revisiting Membership Scheme Typologies in Museums and Galleries
    8. 24 A Delicate Balance: Museums and the marketplace
    9. 25 The Impact of Free Entry to Museums
  16. Index