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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]

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    Abstract

    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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    ID Code: 50004
    Item Type: Working Paper
    Additional URLs:
    Keywords: market segmentation theory, fundraising
    ISBN: 186435559X
    ISSN: 1447-1213
    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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