Cultural Mediation for Museums: Driving Audience Engagement (Routledge Focus on the Global Creative Economy)

Synopsis

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.

Copyright:

2023

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9781000860597

Related ISBNs:

9781003352754, 9781032403700, 9781032403694

Publisher:

Taylor and Francis

Date of Addition:

02/07/23

Copyrighted By:

selection and editorial matter, Michela Addis, Isabella de Stefano, and Valeria Guerrisi

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Business and Finance

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.

Edited by:

Michela Addis

Edited by:

Isabella de Stefano

Edited by:

Valeria Guerrisi