In a long-awaited answer of one of museum's most pressing challenges, Neil Kotler and Philip Kotler draw on unmatched expertise and experience to reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission In this first and only guide to planning strategy and marketing for museums, they offer an in-depth, огъиф hands-on guide to developing successful museums The authors explain the strategic relationship between missions, audience and funding - and how managing this relationship is vital for a successful museum - and reveal how marketing tools can be used to grow healthy, vibrant museums The book's encyclopedic approach covers everything museum managers need to know - from strategic planning and budgeting to advertising, media relations, and fundraising - providing them with the tools to create and nurture a thriving museum Авторы Neil G Kotler Neil G Kotler, Neil Kotler Филип Котлер Philip Kotler Профессор международного маркетинга Высшей школы менеджмента Дж Л Келлога при Северо-Западном университете Получил степень магистра экономики в Чикагском университете и звание доктора философии Автор многих книг по маркетингу и менеджменту, а также им.  Арнольд ШварценеггерИздательство: Jossey-Bass Твердый переплет, 432 стр ISBN 0-78790-912-2.