Abstract
Abstract Public sector organizations in the UK, especially those responsible for tourism and leisure services, have embraced the private (business/commercial enterprise) sector paradigm apparently in order to improve efficiency, increase usage and provide higher levels of customer service. This paper presents the findings of an initial study of UK arts and leisure managers responsible for the marketing of their venues and services. Applying an interpretivist methodology, the study identifies perceptions and applications of marketing concepts to this highly sensitive area of cultural development and expression. Key marketing tools are identified and their suitability for use in achieving sponsor, provider and customer objectives evaluated, as is the impact of marketing activity. The rationale for (marketing) decision‐making is explored. The methodology developed and employed in this research is transportable to other marketing applications and is therefore significant in terms of research development. The ...
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
