International marketing professionals working in and with museums share their latest insights and experiences of attracting and involving a wide range of constituencies in this stimulating new book, Creating Bonds: Successful Marketing in Museums.

Whether you’re working with a world-class museum brand, or just beginning to think through what marketing means to your organisation, you’ll be stimulated, excited and enthused by the imaginative, original – and very often inexpensive – ideas packed into this book.

This series of practical, insightful essays covers the following key issues:

• establishing, developing and managing the museum’s brand
• case studies of successful marketing initiatives large and small
• how best to communicate with specific market sectors
• the role of Human Resources in brand development
• establishing a new attraction in a crowded market
• marketing in a brand-hostile environment
• analysing your audiences

Contributors include:

• Bruno Bahunek, Museum of Contemporary Art | Zagreb
• Danielle Chidlow, National Gallery | London
• Rachel Collins, Wellcome Collection | London
• Alex Gates, North Berrien Historical Museum | Michigan
• Kate Knowles, Dulwich Picture Gallery | London
• Gina Koutsika, Tate | London
• Adam Lumb, University of Sheffield
• Bonnie Briggs, B.OnBrand | Kentucky
• Amy Nelson, University of Kentucky Art Museum
• Margot Wallace, Columbia College Chicago
• Sian Walters, National Museum Wales | Cardiff
• Jennifer Wong, Science Museum Dana Centre | London

Contents include:

• The Role of HR in Creating a Successful Brand
• The Rebirth of a Small Museum
• Developing an Art Museum Brand Strategy
• Branding in a Brand-Hostile Environment
• Managing the National Gallery Brand
• Courting Generation Next
• Audience-Centred Services
• Developing Dialogue
• Marketing a Small, Underfunded Gallery
• Ethnographic Research: A Fresh Eye on Marketing
• Defining a New Venue in a Crowded Market
• Branding and Organisational Behaviour

Publication details
Title: Creating Bonds: Successful Marketing in Museums
ISBN: 978-0-9561943-2-9
Binding: Paperback
Published by: MuseumsEtc
Pages: 228
Price: £25.95

We offer all our readers an unconditional guarantee: if, at any time, you decide this book’s not for you, simply return it to us for a full and prompt refund.

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