Targeting University Alumni Segments That Donate for Non-Athletic Reasons
Brown, Joseph D.; Brown, Joseph D.; Professor of Marketing, Department of Marketing, Ball State University, Muncie, IN, 47306
Журнал:
Journal of Professional Services Marketing
Дата:
1991
Аннотация:
This article tests and rejects the widely accepted belief that a university's successful athletic performance and financial donations are closely related. It concludes the "Classroomers" image segment should be universities' prime financial support base.
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