Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-3829
Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Under blood pressure : differentiated versus undifferentiated marketing to increase blood donations
Authors: Sundermann, Larissa M.
Boenigk, Silke
Willems, Jurgen
DOI: 10.21256/zhaw-3829
10.1007/s12208-017-0174-2
Published in: International Review on Public and Nonprofit Marketing
Volume(Issue): 14
Issue: 3
Pages: 321
Pages to: 340
Issue Date: 2017
Publisher / Ed. Institution: Springer
ISSN: 1865-1984
1865-1992
Language: English
Subjects: Blood donor recruitment; Target group; Blood donor management; Differentiated marketing
Subject (DDC): 362: Health and social services
658.8: Marketing management
Abstract: 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
Fulltext version: Accepted version
License (according to publishing contract): Licence according to publishing contract
Departement: Social Work
Organisational Unit: Institute of Management and Social Policy (ISM)
Appears in collections:Publikationen Soziale Arbeit

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