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 book. 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
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