Cultural Mediation for Museums: Driving Audience Engagement - Hardcover

by Michela Addis (Editor), Isabella de Stefano (Editor), Valeria Guerrisi (Editor)

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.

Author 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.