Marketing the Museum

With increasing pressure on museums to be more commercial and more professional, those working in museums find that they need to know about marketing. In response to this need, Marketing the Museum is the first book to apply the concepts and principles of marketing to the museum world. Fiona McLean works out whether it is possible to define a "product" and "customer" when talking about museums. She also examines how these models need to be adapted if one is going to successfully attract more visitors to exhibitions. She guides the museum professional to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation and gives practical guidelines to the specific ways in which marketing can be tailored to the needs of museums and become a useful as well as an acceptable part of today's museums in achieving their ultimate purpose in serving the community.


About the author

Fiona McLean is a lecturer in the Department of Marketing at the University of Stirling, Scotland, and has published widely on museum and heritage marketing. She was the director of a Leverhulme Trust funded project investigating the construction of identity at the Museum of Scotland.