067: Myth busting nonprofit marketing with science

We interview Dr Margaret Faulkner, Senior Research Associate,  Ehrenberg-Bass Institute for Marketing science at the business school, in the  University of South Australia. Margaret’s primary areas of expertise and research are in measuring consumer-based brand equity and advertising effectiveness, with a focus on tracking brand health and the effectiveness of marketing efforts. Her research in the not-for-profit sector shows the importance of the laws of growth for all brands.

Is it always better to focus on retaining customers at the expense of new ones?