For museum professionals, the name Philip Kotler often signals a shift from traditional "gatekeeping" to modern "engagement." His seminal work,
Key Strategies for Museum Marketing
Rather than traditional business models, the book adapts the "4Ps" into a more consumer-centric framework often referred to as the 4Cs or 5Cs:
For museum professionals, the name Philip Kotler often signals a shift from traditional "gatekeeping" to modern "engagement." His seminal work,
Key Strategies for Museum Marketing
Rather than traditional business models, the book adapts the "4Ps" into a more consumer-centric framework often referred to as the 4Cs or 5Cs: Museum Marketing And Strategy Kotler Pdf