Verfügbarkeit: Museum marketing

Museum marketing: competing in the global marketplace

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Bibliographische Detailangaben
Format:	Buch
Sprache:	English
Veröffentlicht:	Amsterdam [u.a.] Elsevier [u.a.] 2007
Schlagworte:	Museumspolitik Marketing Museum Kunsthandel Öffentlichkeitsarbeit Patentschrift
Online-Zugang:	Inhaltsverzeichnis Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references and index
Beschreibung:	XXVI, 270 S. Ill.
ISBN:	9780750680653

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Datensatz im Suchindex

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adam_text	Contents List of figures xi List of tables xiii List of contributors xv Preface xvii Introduction xix Abbreviations xxiii Tools for further research xxv Part A: Museums: marketing in the global marketplace 1 1 Major case study: Annette Van den Bosch 3 Cultural memory re-presented at the Quai Branly Museum 3 A strategic commission 3 Cultural memory re-presented at Musée du Quai Branly 4 The marketing campaign in Australia and France 5 The impact of the campaign in Australia 6 The limits of the Australian Aboriginal presence at Quai Branly 7 The president, the architect and destination architecture in the global museum age 8 The challenge for social marketing and public programmes at Quai Branly 9 Conclusion 10 Theme contributors • Ruth Rentschler: Museum marketing: no longer a dirty word 12 Introduction 12 Background 12 Museums: changing roles, changing context 13 Museums: managers and marketers 14 Different perspectives on museum marketing: then and now 16 Conclusion 18 vi Contents • Amelia Bartak: The departing train: on-line museum marketing in the age of engagement 21 Introduction 21 Developing audiences using the on-line environment 21 New societal roles for museums 23 The age of engagement 26 Developing on-line interactions 27 Audience potential 28 Considering museum capability- 29 Critical issues for museums 30 Summary 33 Acknowledgement 34 • Wee Wen Liew and Micheüe Loh: Е -marketing, communications and the international tourist 38 Overview of е -marcom and the international tourist 38 Е -marketing and communications 38 The international tourist 40 Tangible and intangible benefits 41 Recommendations 46 Summary 47 2 Major case study: Huong Le 49 Vietnam Museum of Ethnology 49 Vietnam Museum of Ethnology in a broader context 49 Museums and efforts to attract audiences in the contemporary marketplace 50 Organizational profile 51 Conclusion 55 Acknowledgement 56 Part B: The audience experience in a leisure context 59 3 Major case study: Leonie Loćkstone 61 Shape shifters — the role and function of modern museums 61 Museums: what they were and what they are now 62 Edutainment 62 Edutainment and museums as a cultural tourism resource 63 Factors influencing the shift to edutainment 64 Conclusion 66 Theme contributors • Kim Lehman and John Byrom: The Boag s Centre for Beer Lovers: building brand with a corporate museum 69 • Dirk Vom Lehn: Knowing how to look at art 73 Introduction 73 Background 74 Contents vii Configuring view spaces 75 Discovering art 77 Transcript Fragment 2: NPG — Jimmy and Paul 78 Transcript Fragment 3: V&A Douglas and Jane 80 Seeing art through technology 83 Transcript Fragment 4: V&A — Paul and Anna 84 Discussion 86 Acknowledgement 88 • Alix Slater: Constructive chillers : a new market for museums 91 Introduction 91 The British Museum context 91 Museum attendance 92 Motivational factors 93 A changing society 94 Leisure time in museums 95 Conclusions 100 • Pamm Kellett: Sport museums: marketing to engage consumers in sport heritage 104 The proliferation of sport museums and halls of fame 104 Sport heritage: part of a tourism portfolio 105 Nostalgia sport tourism: understanding motivations to visit sport heritage sites 106 Heritage sport tourism 108 Categorizations of sport heritage 109 Conclusion 111 • Daragh O Reilly: By the community, for the community: exhibiting New Model Army s 25 years of rock visual heritage 114 Introduction 114 Music and heritage 115 New Model Army 116 Visual culture 117 The Family and social inclusiveness 117 The exhibits: visual culture and community 118 Visitors 121 Touring bands, touring exhibitions 122 Conclusion 123 Acknowledgement 123 4 Major case study: Pamm Kellett 125 Tennis Australia — what to do with a heritage collection of great significance 125 Opportunities for the future 127 Conclusion 129 viii Contents Part C: Marketing, revenue and retail 131 5 Major case study: Linda Young 133 Welcome to our house — satisfying visitors to the historic house museum 133 The nature of the historic house museum 134 Who visits historic houses and why? 135 The marketing perspective in house museums 137 Theme contributors • Sandra Mottner: Retailing and the museum: applying the seven P s of services marketing to museum stores 141 Product strategies 142 Price strategies 144 Promotion strategies 145 Place strategies 146 People strategies 146 Physical evidence strategies 147 Process strategies 148 Evaluating museum store performance 148 Case study: the Colonial Williamsburg Foundation 149 • Anne-Marie Hede: Branding museums in the global market place 151 Introduction 151 What is branding? 151 Branding in the global marketplace 152 Brand museum 153 The competitive marketplace 154 Branding a museum 154 Assessing the brand in the marketplace 158 The future of branding in the museum sector 158 Conclusion 158 • Stefan Toepler and Volker Kirchberg: Museums and merchandising 160 Introduction 160 Reasons and benefits of merchandising 162 Financial viability of the merchandising strategy 164 Conclusion 166 • Carol Scott: Branding museums 169 Introduction 169 Museums and the public sector 169 Audiences and market share 171 The power of brands 172 Audience research, leisure and branding 173 Differentiation 176 Conclusion 182 Contents ix 6 Major case study: Martha Phillips and Daragh O Reilly 186 Rethinking Tate Modern as an art museum brand 186 Introduction 186 Museum branding 186 Brands and social context 187 Branding Tate Modern 188 Conclusion 191 Part D: Museum marketing culture 195 7 Major case study: Ruth Rentschler 197 Museum of contemporary art markets itself 197 About non-profit art museums 197 About the museum of contemporary art 197 Non-profit art museums and funding 199 Entrepreneurship and innovation in marketing 200 External cross-promotions and internal neglect 200 Funding stability needed 201 Looking to the future 201 Theme contributors • Derrick Chong: The rise and rise of art museum marketing discourse 203 Introduction 203 Case study 1 204 Case study 2 205 Maintaining public trust: art museums in the USA 205 Krens on the Guggenheim s model 209 Performance management and consumers: NMGs in the UK 210 Concluding remarks 212 • Fiona McLean and Mark O Neill: The social museum and its implications for marketing 215 The museum audience and identity 216 Museum audience development 217 Museum product development 219 Case study: Glasgow Museums — Kelvingrove Museum and Art Gallery 221 • Jonathan Sweet: Museum architecture and visitor experience 226 Introduction 226 Museum architecture, International Exhibitions and visitor experience 228 Global positioning 231 Commerce and culture 233 Conclusion 235 Contents 8 Major case study: Megan Cardamom 238 Internet marketing at Maningrida Arts and Culture, 1995-2006 238 The first website: 1995 240 The first upgrade: 1997-1998 241 The second upgrade: 2002-2003 242 Future plans 242 9 Major case study: Sandra Mottner 245 Historic Museum co-opetition — the case of the James River Plantations 245 10 Major case study: Suzette Major and Tamarisk Sutherland 250 Strategic partnerships between museums and corporate organizations — the marriage of the Museum of New Zealand Te Papa Tongarewa and TOWER 250 Index 257
adam_txt	Contents List of figures xi List of tables xiii List of contributors xv Preface xvii Introduction xix Abbreviations xxiii Tools for further research xxv Part A: Museums: marketing in the global marketplace 1 1 Major case study: Annette Van den Bosch 3 Cultural memory re-presented at the Quai Branly Museum 3 A strategic commission 3 Cultural memory re-presented at Musée du Quai Branly 4 The marketing campaign in Australia and France 5 The impact of the campaign in Australia 6 The limits of the Australian Aboriginal presence at Quai Branly 7 The president, the architect and destination architecture in the global museum age 8 The challenge for social marketing and public programmes at Quai Branly 9 Conclusion 10 Theme contributors • Ruth Rentschler: Museum marketing: no longer a dirty word 12 Introduction 12 Background 12 Museums: changing roles, changing context 13 Museums: managers and marketers 14 Different perspectives on museum marketing: then and now 16 Conclusion 18 vi Contents • Amelia Bartak: The departing train: on-line museum marketing in the age of engagement 21 Introduction 21 Developing audiences using the on-line environment 21 New societal roles for museums 23 The age of engagement 26 Developing on-line interactions 27 Audience potential 28 Considering museum capability- 29 Critical issues for museums 30 Summary 33 Acknowledgement 34 • Wee Wen Liew and Micheüe Loh: Е -marketing, communications and the international tourist 38 Overview of е -marcom and the international tourist 38 Е -marketing and communications 38 The international tourist 40 Tangible and intangible benefits 41 Recommendations 46 Summary 47 2 Major case study: Huong Le 49 Vietnam Museum of Ethnology 49 Vietnam Museum of Ethnology in a broader context 49 Museums and efforts to attract audiences in the contemporary marketplace 50 Organizational profile 51 Conclusion 55 Acknowledgement 56 Part B: The audience experience in a leisure context 59 3 Major case study: Leonie Loćkstone 61 Shape shifters — the role and function of modern museums 61 Museums: what they were and what they are now 62 Edutainment 62 Edutainment and museums as a cultural tourism resource 63 Factors influencing the shift to edutainment 64 Conclusion 66 Theme contributors • Kim Lehman and John Byrom: The Boag's Centre for Beer Lovers: building brand with a corporate museum 69 • Dirk Vom Lehn: Knowing how to look at art 73 Introduction 73 Background 74 Contents vii Configuring view spaces 75 Discovering art 77 Transcript Fragment 2: NPG — Jimmy and Paul 78 Transcript Fragment 3: V&A Douglas and Jane 80 Seeing art through technology 83 Transcript Fragment 4: V&A — Paul and Anna 84 Discussion 86 Acknowledgement 88 • Alix Slater: 'Constructive chillers': a new market for museums 91 Introduction 91 The British Museum context 91 Museum attendance 92 Motivational factors 93 A changing society 94 Leisure time in museums 95 Conclusions 100 • Pamm Kellett: Sport museums: marketing to engage consumers in sport heritage 104 The proliferation of sport museums and halls of fame 104 Sport heritage: part of a tourism portfolio 105 Nostalgia sport tourism: understanding motivations to visit sport heritage sites 106 Heritage sport tourism 108 Categorizations of sport heritage 109 Conclusion 111 • Daragh O'Reilly: By the community, for the community: exhibiting New Model Army's 25 years of rock visual heritage 114 Introduction 114 Music and heritage 115 New Model Army 116 Visual culture 117 The 'Family' and social inclusiveness 117 The exhibits: visual culture and community 118 Visitors 121 Touring bands, touring exhibitions 122 Conclusion 123 Acknowledgement 123 4 Major case study: Pamm Kellett 125 Tennis Australia — what to do with a heritage collection of great significance 125 Opportunities for the future 127 Conclusion 129 viii Contents Part C: Marketing, revenue and retail 131 5 Major case study: Linda Young 133 Welcome to our house — satisfying visitors to the historic house museum 133 The nature of the historic house museum 134 Who visits historic houses and why? 135 The marketing perspective in house museums 137 Theme contributors • Sandra Mottner: Retailing and the museum: applying the seven 'P's of services marketing to museum stores 141 Product strategies 142 Price strategies 144 Promotion strategies 145 Place strategies 146 People strategies 146 Physical evidence strategies 147 Process strategies 148 Evaluating museum store performance 148 Case study: the Colonial Williamsburg Foundation 149 • Anne-Marie Hede: Branding museums in the global market place 151 Introduction 151 What is branding? 151 Branding in the global marketplace 152 Brand museum 153 The competitive marketplace 154 Branding a museum 154 Assessing the brand in the marketplace 158 The future of branding in the museum sector 158 Conclusion 158 • Stefan Toepler and Volker Kirchberg: Museums and merchandising 160 Introduction 160 Reasons and benefits of merchandising 162 Financial viability of the merchandising strategy 164 Conclusion 166 • Carol Scott: Branding museums 169 Introduction 169 Museums and the public sector 169 Audiences and market share 171 The power of brands 172 Audience research, leisure and branding 173 Differentiation 176 Conclusion 182 Contents ix 6 Major case study: Martha Phillips and Daragh O'Reilly 186 Rethinking Tate Modern as an art museum 'brand' 186 Introduction 186 Museum branding 186 Brands and social context 187 Branding Tate Modern 188 Conclusion 191 Part D: Museum marketing culture 195 7 Major case study: Ruth Rentschler 197 Museum of contemporary art markets itself 197 About non-profit art museums 197 About the museum of contemporary art 197 Non-profit art museums and funding 199 Entrepreneurship and innovation in marketing 200 External cross-promotions and internal neglect 200 Funding stability needed 201 Looking to the future 201 Theme contributors • Derrick Chong: The rise and rise of art museum marketing discourse 203 Introduction 203 Case study 1 204 Case study 2 205 Maintaining public trust: art museums in the USA 205 Krens on the Guggenheim's model 209 Performance management and consumers: NMGs in the UK 210 Concluding remarks 212 • Fiona McLean and Mark O'Neill: 'The social museum' and its implications for marketing 215 The museum audience and identity 216 Museum audience development 217 Museum product development 219 Case study: Glasgow Museums — Kelvingrove Museum and Art Gallery 221 • Jonathan Sweet: Museum architecture and visitor experience 226 Introduction 226 Museum architecture, International Exhibitions and visitor experience 228 Global positioning 231 Commerce and culture 233 Conclusion 235 Contents 8 Major case study: Megan Cardamom 238 Internet marketing at Maningrida Arts and Culture, 1995-2006 238 The first website: 1995 240 The first upgrade: 1997-1998 241 The second upgrade: 2002-2003 242 Future plans 242 9 Major case study: Sandra Mottner 245 Historic Museum 'co-opetition' — the case of the James River Plantations 245 10 Major case study: Suzette Major and Tamarisk Sutherland 250 Strategic partnerships between museums and corporate organizations — the marriage of the Museum of New Zealand Te Papa Tongarewa and TOWER 250 Index 257
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title	Museum marketing competing in the global marketplace
title_auth	Museum marketing competing in the global marketplace
title_exact_search	Museum marketing competing in the global marketplace
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