An Introduction to Museum Marketing Communication in the Digital Age

Abstract

This paper is structured in five chapters, just like the Romanian edition published at the end of 2020. The information in the first three chapters can be also found in a significant proportion in the book Interpretation and promotion of cultural heritage in museums (Candrea and Nechita, 2015), but I kept them because any discussion about museum marketing communication in the current period cannot ignore the approach starting from the general (museum marketing) and making a brief foray into the use of traditional tools of communication. There are many examples inspired by the articles on the MuseumNext platform throughout the paper, but a turning point was my participation in the MuseumNext Digital Marketing Summit on November 22-24, 2021. The community of marketers working in the field of museums is creative, and the solutions implemented by them in various parts of the world are inspirational and applicable in many other areas.