• Chapter 1 IntroductionChapter 2 ForewordChapter 3 1. What is MarketingChapter 4 2. The Marketing Audit-Internal FactorsChapter 5 3. The Marketing Audit-the External EnvironmentChapter 6 4. Designing the Marketing StrategyChapter 7 5. The Marketing Plan-Traditional TechniquesChapter 8 6. Tourism MarketingChapter 9 7. New Techniques in MarketingChapter 10 8. Audience DevelopmentChapter 11 9. Marketing Research, Evaluation and DesignChapter 12 10. Principles of Public RelationsChapter 13 11. Public Relations StrategyChapter 14 12. The Media OverviewChapter 15 13. Working with the MediaChapter 16 14. Communicating in a CrisisChapter 17 15. Events as Part of Public RelationsChapter 18 16. Evaluating and Measuring in Public RelationsChapter 19 17. Communicating with Staff and StakeholdersChapter 20 18. The Relationship between Marketing/PR and FundraisingChapter 21 Appendix IChapter 22 Extract from MGC/MORI ResearchChapter 23 Appendix II Long Beach Museum Case StudyChapter 24 Resources

For...a book on this topic to be useful, the authors need to achieve a good balance between explication of conceptual theory and detailed practical advice. Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions by Sue Runyard and Ylva French maintains such a balance and fills a great need within the museum profession.