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

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

The ideal guide to the ways in which museums can achieve a marketing orientation. It is essential reading for museum professionals, students and anyone in the h

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

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