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This book presents an innovative application of strategic and experiential marketing in the museum sector, which uses a new cultural mediation model to enrich the visitor experience via increased audience engagement.
Leveraging a case study of the National Gallery of Modern and Contemporary Arts in Rome, the book helps readers understand how to apply marketing management to cultural mediation, enabling museums to segment the visitors' market to drive improvements to arts accessibility and engagement. By running a comprehensive and multi-method research project, the authors propose a customized cultural mediation model to support museums in facing the current challenges and build their future. Our model supports museums in segmenting the visitors' market and designing cultural mediation for enriched visitor experiences; readers will also learn how to invest, manage, hire, and train staff members devoted to this service, resulting in more engaging and successful experiences.
This book will be a valuable resource for educational services offices at museums worldwide. This book will also be of interest to researchers, academics, and scholars carrying out research in the fields of museum management, cultural mediation and communication, and marketing.
List of contents
1. Introduction 2. Audience engagement, its drivers, and its implications for museum cultural mediation 3. Museum cultural mediation: from competences to best practices 4. Understanding the visitor value of museum cultural mediation 5. The customized model of museum cultural mediation 6. Museum cultural mediation as transformative museum experience
About the author
Michela Addis is Full Professor in Business Administration and Management at Università di Roma Tre, Italy.
Isabella de Stefano is an Art Historian and Head of Communication and Education at the National Gallery of Modern and Contemporary Art in Rome.
Valeria Guerrisi is an Architect and Research Fellow at the Center of Excellence – Cultural Technological District of Lazio Region, Italy.
Summary
This book presents an innovative application of strategic and experiential marketing in the museum sector, which uses a new cultural mediation model to enrich the visitor experience via increased audience engagement.
