I am interested in hearing from other museums about  the process by
which they develop a marketing strategy.  How many museums set
specific revenue and attendance targets either annually or by specific
programme? How many museums monitor promotional and advertising
expenses on a per visitor basis. How should marketing managers be held
acountable? Do museums often spend more on promotion and advertising
than they could possibly hope to recover through admissions? How many
museums know the answer to this question?

Karen Black, Head of Communications, Toronto Historical Board