Why should museums invest time and resources in developing a marketing strategy when there are so many other demands on their limited budget? The simple answer

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

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.

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

As museums, galleries and heritage attractions are expected to become more competitive, marketing and PR naturally become key tools to attract more visitors. Th