Marketing the Museum

Fiona McLean is a Lecturer in Marketing at the University of Stirling. She has been widely published in journals on her special research interest: the application of marketing to the museum and heritage industry.

• Introduction Part I Issues and challenges 1 The museum context 2 The marketing context 3 The museum's environment 4 Museums and the public Part II The practice 5 The museum's markets 6 The museum product 7 Communicating the museum product 8 Resource attraction 9 Implementing the marketing effort Fictional case-study: Marketing plan for Currie Natural History Museum 10 Future developments for marketing the museum

'Fiona McLean's book is particularly welcome since she has achieved a scholarly text, demonstrating clear understanding of the ethos of museums, as well as breadth of knowledge of marketing itself.' - Heritage Development"This book should be a resource, not just for museum marketing professionals, but also for museum directors, trustees, politicians and others who have oversight responsibility for museums." - Museum International