Since my background is PR and marketing rather than museums, I really like
"Museum Strategy and Marketing" as I've been researching and writing our
museum-to-be's strategic plan. The book is by Neil Kotler, a program
specialist in the Smithsonian's Office of the Provost, and his brother,
Philip Kotler. I met Neil when he made several presentations at the
California Association of Museums' conference last summer. He talked about
about necessary changes for museums if we want them to attract new
generations, and these ideas are covered in his book. I took a lot of notes
if you'd like them.

Philip Kotler also co-authored another excellent book called "Strategic
Marketing for Nonprofit Organizations." (I asked Neil to tell his brother
that I spent a horrendous semester wading through that book, but I learned
a LOT and got an "A.") I later met Bill Novelli, of the international
Porter Novelli PR agency, who said this book is the best text on social
marketing. It would be an excellent reference book after you read the other
recommendations you're receiving.

Best wishes.

Karen Bradford
Senior Public Information Representative
Center for Archaeology and Paleontology
University of California, Riverside
http://westerncenter.ucr.edu

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