Traditionally, senior management has focussed on a customer‐oriented search for competitive advantage in improving its marketing performance. There have been many systems, procedures and measurement approaches created for improving a company’s overall performance which have achieved varying...

This text provides an overview of the characteristics and underlying principles of delivering services in today's marketplace, and places these issues in the context of the frameworks and activities of various types of organization, such as financial services, tourism, charities and museums

In recent years museums have changed from being predominantly custodial institutions to becoming increasingly focussed on audience attraction. New emphasis is placed on museum‐audience interactions and relationships. This change in the purpose and priorities of museums has impacted upon the...