| Foreword |
|
ix | |
| Introduction |
|
xiii | |
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|
1 | (9) |
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The marketing audit: internal factors |
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|
10 | (15) |
|
Natural History Museum, London |
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|
18 | (7) |
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The marketing audit: external factors |
|
|
25 | (14) |
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Long Beach Museum of Art, California |
|
|
35 | (4) |
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Designing the marketing strategy |
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|
39 | (16) |
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Penshurst Place and Gardens, Kent |
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|
51 | (4) |
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The marketing plan: traditional techniques |
|
|
55 | (38) |
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`Eternal China' exhibition in California |
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69 | (14) |
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Fishbourne Roman Palace and Gardens, Sussex |
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|
83 | (7) |
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Advice from an advertising professional |
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90 | (3) |
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93 | (11) |
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Tourism marketing in an overcrowded market place (Bath) |
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100 | (4) |
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Marketing: new techniques and how to use them |
|
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104 | (10) |
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The promotion of Hampshire art galleries |
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112 | (2) |
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114 | (11) |
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Audience development for the Getty Center, Los Angeles |
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122 | (3) |
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125 | (22) |
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Economic impact -- `Eternal China', California |
|
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134 | (2) |
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Visitor research -- J. Paul Getty Museum, Los Angeles |
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|
136 | (1) |
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The Tate at St Ives, Cornwall |
|
|
137 | (4) |
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The Museum of Science and Industry, Manchester |
|
|
141 | (6) |
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Principles of public relations |
|
|
147 | (8) |
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Public relations strategy |
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155 | (14) |
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Creating and promoting Museums Week |
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165 | (4) |
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169 | (10) |
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179 | (30) |
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Press campaign for the George Washington exhibition, Huntingdon Library, San Marino |
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193 | (9) |
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Saving the Moran painting for the Bolton Museum and Art Gallery |
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202 | (2) |
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How the Angel of the North took the media by storm |
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204 | (5) |
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Communicating in a crisis |
|
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209 | (17) |
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Accidents and incidents -- some examples |
|
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219 | (4) |
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Dealing with the threat of funding cuts |
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223 | (3) |
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Events as part of public relations |
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226 | (16) |
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A pre-Christmas event at the Natural History Museum, London |
|
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238 | (4) |
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Evaluating and measuring public relations |
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242 | (8) |
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Communicating with staff and stakeholders |
|
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250 | (13) |
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Stakeholders: an example from St Albans, Hertfordshire |
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259 | (4) |
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The relationship between marketing, public relations and fund-raising |
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|
263 | (9) |
| Appendix 1 Extract, Museums and Galleries Commission Museum Visitor Study (MORI 1999) |
|
272 | (4) |
| Appendix 2 Resources |
|
276 | (6) |
| References |
|
282 | (1) |
| Index |
|
283 | |
