Most museums focus on the top of the ladder (attendance). Kotler argues you should focus on moving a visitor from: One-time ticket buyer → Repeat visitor → Member → Volunteer → Donor.
: Redefines the museum’s role from just preserving objects to serving society through visitor services and experiences. Museum Marketing And Strategy Kotler Pdf
Clara, the museum’s newly appointed Head of Strategy, looked out the window at the empty courtyard. "We need to stop guessing, Sterling. We need a framework. We can't just keep putting up exhibitions and hoping people show up." Most museums focus on the top of the ladder (attendance)
: Ensuring all messaging—from social media to media relations—is cohesive and mission-driven. Clara, the museum’s newly appointed Head of Strategy,
"Museum Marketing and Strategy" by Neil, Philip, and Wendy Kotler advocates for a customer-centered approach, shifting focus from mere collection preservation to enhancing the visitor experience and audience engagement. Key strategies include audience segmentation, strategic planning, and applying the 4 Ps (Product, Price, Place, Promotion) to balance educational missions with revenue generation. You can find more information about this book and related scholarly articles on Google Scholar and Worldcat.
Contact your regional museum association (e.g., AAM, NEMO, Museums Association). Many hold digital licenses for Kotler’s text that they share with members. Alternatively, purchase the eBook directly from the publisher (Wiley) — it is a PDF by definition, just a paid one.
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