The Bronx Museum of the Arts and the Queens Museum of Art: A Comparative Analysis of their Marketing Strategies
|Year of Publication||2010|
|Authors||Iturralde de Bracamonte, Javier Alvaro|
|University||Teachers College, Columbia University|
The purpose of this essay is to analyze why two museums in the New York Metropolitan Area, which are the flagship cultural institutions of their respective boroughs – the Bronx Museum of the Arts and the Queens Museum of Art – have such low attendance and visibility, regardless of the immense efforts that both organizations use to attract audiences. Considering that marketing is strongly related to visibility, a marketing analysis approach has been selected to understand the barriers to audience development in these two museums, especially in light of their new or recent expansion.