This short article from MediaCom Edinburgh reminds us that marketing impact must not be measured on short term evaluation alone. It recommends ‘The Long and the Short of It’ as a good read for anyone interested in better balancing short and long term marketing goals.
Why do some festivals thrive, while others fail? Knowing what is likely to go wrong is a good first step to avoiding problems and creating a sustainable organisation. This study looks at a lifecycle model of organisational development and applies it to Buxton Festival, to see if the forecasts used in the commercial sector can … Read more
This seminar report from the AMA Museums and Galleries Marketing Day explores a proposed national framework for supporting museums, libraries and archives through a business-planning model of audience development.