The Kotlers have written a tremendously thorough book about the strategic planning process for up-grading and promoting a museum of any size. It is comprehensive and it is a primer filled with examples of strategies that work to develop programs, increase audiences, and build a donor base. Charts and tools pepper the text and they can be used in any nonprofit context. I whole heartedly recommend this book for everyone associated with a museum board of directors, staff or independent consultant.
Neil Kotler & Philip Kotler. Museum Strategy and Marketing: Designing Missions; Building Audiences; Generating Revenue and Resources. c. 1998. San Francisco: Jossey-Bass
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