Book Review: Innovation in Musem Marketing: Attract, Engage, Adapt
Book Review: Innovation in Musem Marketing: Attract, Engage, Adapt

Summary/Abstract: Ms. Enășel’s book, "Innovation in Museum Marketing: Attract, Engage, Adapt", published in the Smart Books collection by Tritonic Publishing House, a reputable publisher in social sciences, provides a detailed analysis of a complex issue, namely promoting higher values like cultural values in a competitive environment flooded with attractive offers that bombard consumers with information and surround them with basic consumption norms (according to Maslow’s Hierarchy of Needs). Keeping museums appealing can be difficult, especially when trying to attract not only culture-consuming elites but also those primarily concerned with basic needs. This work is particularly valuable because it emphasizes the uniqueness and advantages of innovation in museum marketing. It is a book with solid scientific content that, through its conclusions, enhances the value of marketing and benefits contemporary society.

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