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1st Edition

Cultural Mediation for Museums Driving Audience Engagement

Edited By Michela Addis, Isabella de Stefano, Valeria Guerrisi Copyright 2023

116 Pages 12 B/W Illustrations

by Routledge

116 Pages 12 B/W Illustrations

by Routledge

116 Pages 12 B/W Illustrations

by Routledge

Also available as eBook on:

Taylor & Francis eBooks
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Description

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... Read more

Table of Contents

1. Introduction

Isabella de Stefano

2. Audience engagement, its drivers, and its implications for museum cultural mediation Michela Addis

3. Museum cultural mediation: from competences to best practices

Zoe Giannotti

4. Understanding the visitor value of museum cultural mediation

Rosina Baldo, and Anna Minici

5. The customized model of museum cultural mediation

Walter Altamirano Aguilar, and Valeria Bellusci

6. Museum cultural mediation as transformative museum experience

Valeria Guerrisi

Editor(s)

Biography

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.

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