Creating Bonds

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.

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

Marketing professionals from world-class institutions - including London's National Gallery, Tate Britain and the Natural History Museum - share their experiences and insights in this volume of specially commissioned essays.