The MMIAM Journey

A blog about the Master of Management
in International Arts Management program

A Glimpse into Academic Research

Relationals versus Transactionals

Did you know that one of the possible ways of segmenting the performing arts or museum markets is to consider the behavior of their customers? In large cities with an abundance of cultural offerings, the consumers have so many options that they can’t see everything. And just as their preferences vary, so do the ways …

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A Glimpse into Academic Research

The Appropriation Process

Some of our ticket buyers are experienced, they often go to see shows or exhibitions and are subscribers or friends of the museum. On the other hand, others rarely have  the chance to spend time in our theaters or museums. How then does one or the other receive the artistic experience? What is the process …

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A Glimpse into Academic Research

Did you know that...

These are, in fact, three market segments based on the main reason why the consumer may choose this or that cultural offering. Those reasons are the work itself, the desire to do something with someone, or the environment of the venue (architecture, customer service, sense of belonging). Some people choose a cultural event for the …

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