Using the Whole Whale - A Nonprofit Podcast

067: Myth busting nonprofit marketing with science

April 27, 2017

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?

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