Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation.

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 visit

This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategi

This invaluable introduction to key issues, controversies and debates collects essential writings by some of the leading authors in the field, and examines muse

Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, t