Revision with unchanged content. Adopting commercial marketing strategies still pose obstacles for many museum administrators today. While increasing competition for funding, volunteers, members, and visitors is omnipresent in the daily museum environment, museum professionals need to rethink their position in the non-profit sector to stay in the game. This book discusses the reasons for applying business-like approaches in the museum world and how market research plays a pivotal role in the advancement of museums. Further, this book provides insight into the concepts, definitions, and measures of non-profit markets, volunteerism, museum markets, and member markets. This book features a case study that seeks to determine which factors affect a positive experience for museum volunteers and members. The outcomes of this study are used to make recommendations for the improvement of the visitor’s museum experience and ultimately, recruit and retain volunteers, members, and visitors. This book is an important reading for those in the following areas of industry: Non-profit management and consulting, volunteer management, museum administration, marketing, and tourism.