Authors: Laura Gavinelli; Maria Rita Santagostino
The integration – meant as real and virtual organization among various museums – is opening new perspectives to the Italian cultural panorama. The new experiences of network which inevitably pass through criticalities ? in the change process, in the definition of roles and objectives to be shared among the operators, in the integration of resources and offer, in the training of personnel ?brings great opportunities, too. The advantages of the system or network are related to:- competencies – offering – and economic and financial advantages.The leitmotiv to put together all this aspects in order to promote and realise the integration among different structures is the logic of service (Gronroos). One of its tools is marketing because it can optimise resources and internal relationships in a logic of attention for the client, both internal ? personnel ? and external ?visitors.Such an integration finds a strategic perspective in the marketing vision and operative tools in the internal marketing and new technologies. This paper starts from the more recent contributes about how museums are orientating themselves to marketing and what the role of internal marketing is in the creation of a network.Key words: museum, integration, network, system, internal marketing, service, relationship.
Journal: ( – )
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Publish Year: 2003
Conference: Lugano, Switzerland (2003)