Tendenze evolutive nel rapporto impresa-museo: responsabilità sociale, cause related marketing e risorse immateriali

The development of the cultural context where museums working creates some questions about their role and their social responsibilities towards stakeholders. These processes emphasize the development and the growth of relationships between museum and for profit organization that are more and more oriented toward the adoption of a Corporate Social Responsibility approach for Cause Related Marketing operations. In this perspective, this paper examines the role of intangible assets identi-fying the intangible assets with autonomous relevance therefore measur-able.