The Bronx Museum of the Arts and the Queens Museum of Art: A Comparative Analysis of their Marketing Strategies

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.