{"product_id":"cultural-mediation-for-museums-driving-audience-engagement-hardcover","title":"Cultural Mediation for Museums: Driving Audience Engagement - Hardcover","description":"\u003cp\u003eby \u003cb\u003eMichela Addis\u003c\/b\u003e (Editor), \u003cb\u003eIsabella de Stefano\u003c\/b\u003e (Editor), \u003cb\u003eValeria Guerrisi\u003c\/b\u003e (Editor)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003eLeveraging 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.\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eMichela Addis\u003c\/strong\u003e is Full Professor in Business Administration and Management at Università di Roma Tre, Italy.\u003c\/p\u003e\u003cp\u003eIsabella de Stefano is an Art Historian and Head of Communication and Education at the National Gallery of Modern and Contemporary Art in Rome.\u003c\/p\u003e\u003cp\u003eValeria Guerrisi is an Architect and Research Fellow at the Center of Excellence - Cultural Technological District of Lazio Region, Italy.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 96\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.31 x 8.5 x 5.5 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e January 31, 2023\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42122535338119,"sku":"9781032403694","price":110.14,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0601\/2623\/2711\/files\/b1ac816f5937d1e632aefba64694e016.webp?v=1732560689","url":"https:\/\/booksby.splitshops.com\/products\/cultural-mediation-for-museums-driving-audience-engagement-hardcover","provider":"Books by splitShops","version":"1.0","type":"link"}