Consumer Research for Museum Marketers

Audience Insights Money Can't Buy

Business & Finance, Marketing & Sales, Research, Industries & Professions
Cover of the book Consumer Research for Museum Marketers by Margot A. Wallace, AltaMira Press
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Author: Margot A. Wallace ISBN: 9780759118102
Publisher: AltaMira Press Publication: January 16, 2010
Imprint: AltaMira Press Language: English
Author: Margot A. Wallace
ISBN: 9780759118102
Publisher: AltaMira Press
Publication: January 16, 2010
Imprint: AltaMira Press
Language: English

What museum does not want insight into what its visitors and potential visitors are looking for? Nearly every function within the museum benefits from a deeper understanding of visitors: curators, educators, fundraisers, marketers, store and cafe managers, guards, and volunteers. This book creatively instructs museums on how to study visitors to make their exhibits, programs, and shops more appealing for all segments of the public. Each chapter identifies an observed visitor behavior or attitude and details how it can significantly affect attendance, satisfaction, and loyalty. The author's approach explains how all museum personnel can participate in valuable observational research without breaking the bank on expensive studies.

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What museum does not want insight into what its visitors and potential visitors are looking for? Nearly every function within the museum benefits from a deeper understanding of visitors: curators, educators, fundraisers, marketers, store and cafe managers, guards, and volunteers. This book creatively instructs museums on how to study visitors to make their exhibits, programs, and shops more appealing for all segments of the public. Each chapter identifies an observed visitor behavior or attitude and details how it can significantly affect attendance, satisfaction, and loyalty. The author's approach explains how all museum personnel can participate in valuable observational research without breaking the bank on expensive studies.

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