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