Bitte benutzen Sie diese Kennung, um auf die Ressource zu verweisen:
https://doi.org/10.21256/zhaw-3829| Publikationstyp: | Beitrag in wissenschaftlicher Zeitschrift |
| Art der Begutachtung: | Peer review (Publikation) |
| Titel: | Under blood pressure : differentiated versus undifferentiated marketing to increase blood donations |
| Autor/-in: | Sundermann, Larissa M. Boenigk, Silke Willems, Jurgen |
| DOI: | 10.21256/zhaw-3829 10.1007/s12208-017-0174-2 |
| Erschienen in: | International Review on Public and Nonprofit Marketing |
| Band(Heft): | 14 |
| Heft: | 3 |
| Seite(n): | 321 |
| Seiten bis: | 340 |
| Erscheinungsdatum: | 2017 |
| Verlag / Hrsg. Institution: | Springer |
| ISSN: | 1865-1984 1865-1992 |
| Sprache: | Englisch |
| Schlagwörter: | Blood donor recruitment; Target group; Blood donor management; Differentiated marketing |
| Fachgebiet (DDC): | 362: Gesundheits- und Sozialdienste 658.8: Marketingmanagement |
| Zusammenfassung: | Despite strong evidence in current marketing theory and practice that a differentiated marketing approach increases recruitment success, blood services worldwide often use undifferentiated marketing strategies to address new blood donors. Relying on the assumption that differentiated marketing is highly promising; the authors developed an online experiment among 838 participants who had not donated blood during the past 10 years. The experiment tested the effects of a differentiated in comparison to an undifferentiated marketing campaign on three marketing outcomes: (1) awareness, (2) intention, and (3) behavioral enactment. Surprisingly and in contrast with most marketing studies in the for-profit context, the results of the blood donation experiment suggest that differentiated marketing is not more effective than undifferentiated marketing. This finding has important implications for marketing strategies and actions of blood services. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/7578 |
| Volltext Version: | Akzeptierte Version |
| Lizenz (gemäss Verlagsvertrag): | Lizenz gemäss Verlagsvertrag |
| Departement: | Soziale Arbeit |
| Organisationseinheit: | Institut für Sozialmanagement (ISM) |
| Enthalten in den Sammlungen: | Publikationen Soziale Arbeit |
Dateien zu dieser Ressource:
| Datei | Beschreibung | Größe | Format | |
|---|---|---|---|---|
| Post-print_Manuscript_Under Blood Pressure.pdf | Post-print_Under Blood Pressure_LSundermann et al. | 1.22 MB | Adobe PDF |  Öffnen/Anzeigen |
Zur Langanzeige
Sundermann, L. M., Boenigk, S., & Willems, J. (2017). Under blood pressure : differentiated versus undifferentiated marketing to increase blood donations. International Review on Public and Nonprofit Marketing, 14(3), 321–340. https://doi.org/10.21256/zhaw-3829
Sundermann, L.M., Boenigk, S. and Willems, J. (2017) ‘Under blood pressure : differentiated versus undifferentiated marketing to increase blood donations’, International Review on Public and Nonprofit Marketing, 14(3), pp. 321–340. Available at: https://doi.org/10.21256/zhaw-3829.
L. M. Sundermann, S. Boenigk, and J. Willems, “Under blood pressure : differentiated versus undifferentiated marketing to increase blood donations,” International Review on Public and Nonprofit Marketing, vol. 14, no. 3, pp. 321–340, 2017, doi: 10.21256/zhaw-3829.
SUNDERMANN, Larissa M., Silke BOENIGK und Jurgen WILLEMS, 2017. Under blood pressure : differentiated versus undifferentiated marketing to increase blood donations. International Review on Public and Nonprofit Marketing. 2017. Bd. 14, Nr. 3, S. 321–340. DOI 10.21256/zhaw-3829
Sundermann, Larissa M., Silke Boenigk, and Jurgen Willems. 2017. “Under Blood Pressure : Differentiated versus Undifferentiated Marketing to Increase Blood Donations.” International Review on Public and Nonprofit Marketing 14 (3): 321–40. https://doi.org/10.21256/zhaw-3829.
Sundermann, Larissa M., et al. “Under Blood Pressure : Differentiated versus Undifferentiated Marketing to Increase Blood Donations.” International Review on Public and Nonprofit Marketing, vol. 14, no. 3, 2017, pp. 321–40, https://doi.org/10.21256/zhaw-3829.
Alle Ressourcen in diesem Repository sind urheberrechtlich geschützt, soweit nicht anderweitig angezeigt.