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The book is aimed at the growing audience of those who have joined the “insiders” in following the issue of the economic enhancement of art and culture in Italy, starting with the debate triggered by the infamous phrase “with culture you can’t eat.”

With a light-hearted and informative approach, the author narrates lights and shadows of the management of arts and cultural institutions and productions (museums, theaters, festivals…), taking inspiration from real Italian and international cases, examined before and during the pandemic. But above all, he introduces a new point of view: the need for kind marketing for culture. A humanist marketing, far from managerial and economicist rhetoric, that encourages a change of perspective: aiming at audience happiness before product success.

The volume, introduced by a preface by Antonio Calabrò, contains excerpts from conversations with some of Italy’s leading experts on the various topics covered, including: Evelina Christillin president of the Egyptian Museum in Turin, Giovanna Melandri president of MAXXI and former minister of Cultural Heritage, Patrizia Sandretto Re Rebaudengo, collector and president of the eponymous Foundation, Sergio Escobar former director of the Piccolo Teatro in Milan.

BY
Maurizio Luvizone, manager, lecturer and consultant in management of cultural, scientific and nonprofit organizations. He teaches “Fundamentals of cultural marketing” at the Ligustica Academy of Fine Arts in Genoa.