Marketing e comunicazione museale in prospettiva storica e museologica: tre casi di musei di scienza e tecnologia.

The research investigates the historical evolution of marketing and communication strategies in museums, with a focus on science and technology museums. Contrary to prevailing notions of marketing and communication as foreign elements imposed on a reluctant museum environment, this research contextualises these practices within the broader history and social role of museums. Through in-depth analysis, it reveals how changes in museums' social roles, from elitist institutions to public services aimed at cultural heritage valorisation and transmission, have shaped their approach to marketing and communication. Science and technology museums emerge as early adopters of promotional practices, influenced by their proximity to industrial realities and the need for education and propaganda. Through detailed case studies of three major European museums (Deutsches Museum in Munich, Technisches Museum in Vienna and National Museum of Science and Technology Leonardo da Vinci in Milan), this research traces the history of their communication and attraction strategies, highlighting initial approaches and subsequent changes over time through the analysis of archival materials. Interviews and analysis of online and offline strategies provide insights into contemporary strategies and future perspectives. Future research directions include further exploration of different museum types and global contexts, as well as assessing the impact of communication and marketing strategies on institutional outcomes. However, challenges remain in accessing historical sources, with many museums lacking proper historical documentation of their communication activities. This thesis aims to contribute to a deeper understanding of the historical evolution of museum marketing and communication, advocating for a museological perspective that recognises these practices as intrinsic to museums' evolving social roles.