An investigation of market segmentation theory and its impact on effective fundraising
Scott, Margaret (2001) An investigation of market segmentation theory and its impact on effective fundraising. [Working Paper]
This paper presents the findings of an indepth study into the effects and success of marketing segmentation, target marketing and fundraising. Organisations are constantly seeking new ways and more efficient means to raise funds so that they can fulfill their objectives. These organisations review and evaluate their resources to gain competitive advantage and increased fundraising success...
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|Item Type:||Working Paper|
|Keywords:||market segmentation theory, fundraising|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300)|
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)
|Divisions:||Current > Research Centres > Centre for Philanthropy and Nonprofit Studies|
|Copyright Owner:||Copyright 2001 Queensland University of Technology|
|Deposited On:||01 May 2012 09:38|
|Last Modified:||01 May 2012 10:12|
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