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. Queensland University of Technology, Brisbane, QLD. [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 > Australian Centre for Philanthropy and Nonprofit Studies|
|Copyright Owner:||Copyright 2001 Queensland University of Technology|
|Deposited On:||30 Apr 2012 23:38|
|Last Modified:||27 Sep 2013 21:31|
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