Museum Marketing

Ruth Rentschler, Anne-Marie Hede

• Publisher: Routledge
• Year: 2009
• Print ISBN: 9780750680653
• eBook ISBN: 9781136377426
• Topic: Business
• Subtopic: Marketing
• Index: Business

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.

Index

Aboriginal art see Australian Aboriginal art

Ace Café, Victoria and Albert Museum, London, 96, 205, 233

Advertising merchandise, 71, 233–235

AFL Hall of Fame, Melbourne, 110, 127, 128

African American Sporting Hall of Fame and Museum, 105

Age of engagement, Internet use, 26–27

Album covers, New Model Army (NMA), 119

Alice Springs Desert Park (ASDP), Australia, 32

All England Club, 126

Altes Museum, Berlin, 228

American Association of Museums, 31–32

American Express (AmEx), partnership with Museum of Contemporary Art (MCA), Sydney, 200

American Museum of Natural History (AMNH), New York, collaborations with VME, Vietnam, 54–55

Architecture, 226–236

design, influenced by International Exhibition movement, 228–231

enhancing visitation, 65, 231–232

global positioning, 231–233

Museums in the 21st Century: Ideas, Projects, Buildings, (exhibition), 233

visitor experience and, 226–236

see also Building design

Arizona-Sonora Desert Museum (ASDM), USA, 32

Art Gallery of New South Wales (AGNSW), virtual gallery, 26

Art Institute of Chicago, 166

Art on Call (Walker Art Centre), 28

Art Promotion Office, Hong Kong, 43

Art-specific knowledge, 73, 83

gained by sharing with others, 75–83

use of touch-screen systems to provide, 86, 87

Artcasts (San Francisco’s Museum of Modern Art (SFMOMA)), 28

Arts-business relationships, 252–253

ArtStart (National Gallery, London), 25

Artworks

conversation when viewing with companions, 77–80

discovering through interaction with others, 77–83

looking at, with touch-screen information systems, 74

understanding of, 73

viewing and inspecting of, social interaction, 73–88

Asian Civilisations Museum, Singapore

public programmes, 43

shared membership programme, 43

Asian national museums and art galleries, 39

access to, 44

education and research, 45–46

funding and support, 44–45

volunteers, 45

websites, e-marketing and communication tools, 38–48

Association of Art Museum Dir...

Table of contents

• Cover Page
• Half Title page
• Title Page
• Copyright Page
• Contents
• Figures
• Tables
• Contributors
• Preface
• Introduction
• Abbreviations
• Tools for Further Research
• Museums: Marketing in the Global Marketplace
• Major Case Study: Cultural Memory Re-Presented at the Quai Branly Museum
• Museum Marketing: no Longer a Dirty Word
• The Departing Train: On-Line Museum Marketing in the Age of Engagement
• E-Marketing, Communications and the International Tourist
• Major Case Study: Vietnam Museum of Ethnology
• The Audience Experience in a Leisure Context
• Major Case Study: Shape Shifters—The Role and Function of Modern Museums
• The Boag's Centre for Beer Lovers: Building Brand With a Corporate Museum
• Knowing How to Look at Art
• ‘Constructive chillers': a new market for museums
• Sport museums: marketing to engage consumers in sport heritage
• By the Community, for the Community: Exhibiting New Model Army's 25 Years of Rock Visual Heritage
• Major Case Study: Tennis Australia—What to do With a Heritage Collection of Great Significance
• Marketing, Revenue and Retail
• Major Case Study: Welcome to Our House—Satisfying Visitors to the Historic House Museum
• Retailing and the Museum: Applying the Seven ‘P's of Services Marketing to Museum Stores
• Branding Museums in the Global Marketplace
• Museums and Merchandising
• Branding Museums
• Major Case Study: Rethinking Tate Modern as an Art Museum ‘Brand'
• Museum Marketing Culture
• Major Case Study: Museum of Contemporary Art Markets Itself
• The Rise and Rise of Art Museum Marketing Discourse
• ‘The Social Museum' and its Implications for Marketing
• Museum Architecture and Visitor Experience
• Major Case Study: Internet Marketing at Maningrida Arts and Culture, 1995–2006
• Major Case Study: Historic Museum ‘Co-Opetition'—the Case of the James River Plantations
• Major Case Study: Strategic Partnerships Between Museums and Corporate Organizations—the Marriage of the Museum of New Zealand Te Papa Tongarewa and Tower
• Index