Marketing Management Analysis of Information Services
A local museum offered the opportunity to challenge how we view the range and reach of institutions of public learning. Because of the location of the museum in one of the wealthiest neighborhood in San Francisco and the quick change in the city’s fabric, the two miles radius used as a reference in services development for the community was too large to reflect the reality of the museum. On the other hand, the numerous outreach programs (to Bay Area Schools) and well developed website make the museum’s influence much greater than the traditional service-analysis two-mile-circle range would consider. A balance is struck by the museum between catering to the local community, which has one culture and the community beyond, which has another. The museum's focus “create a culture of learning through innovative environments” (Fact sheet, 2005-2006) acts as bonding agent between the diverse cultural needs.
The Table of Contents of the study follows:
Brief historical introduction
Mission of the Organization, and Organizational Level Goals and Objectives
Environmental Influences
Stakeholders/Publics
SWOT
Customer Market Research
Identifying and Selecting Markets
Marketing Mix Strategy
Productivity/Evaluation
Conclusions
References
Bibliography
Appendix
Endnotes
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