Please use this identifier to cite or link to this item:
https://doi.org/10.21256/zhaw-3829Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Sundermann, Larissa M. | - |
| dc.contributor.author | Boenigk, Silke | - |
| dc.contributor.author | Willems, Jurgen | - |
| dc.date.accessioned | 2018-07-04T14:27:10Z | - |
| dc.date.available | 2018-07-04T14:27:10Z | - |
| dc.date.issued | 2017 | - |
| dc.identifier.issn | 1865-1984 | de_CH |
| dc.identifier.issn | 1865-1992 | de_CH |
| dc.identifier.uri | https://digitalcollection.zhaw.ch/handle/11475/7578 | - |
| dc.description.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. | de_CH |
| dc.language.iso | en | de_CH |
| dc.publisher | Springer | de_CH |
| dc.relation.ispartof | International Review on Public and Nonprofit Marketing | de_CH |
| dc.rights | Licence according to publishing contract | de_CH |
| dc.subject | Blood donor recruitment | de_CH |
| dc.subject | Target group | de_CH |
| dc.subject | Blood donor management | de_CH |
| dc.subject | Differentiated marketing | de_CH |
| dc.subject.ddc | 362: Gesundheits- und Sozialdienste | de_CH |
| dc.subject.ddc | 658.8: Marketingmanagement | de_CH |
| dc.title | Under blood pressure : differentiated versus undifferentiated marketing to increase blood donations | de_CH |
| dc.type | Beitrag in wissenschaftlicher Zeitschrift | de_CH |
| dcterms.type | Text | de_CH |
| zhaw.departement | Soziale Arbeit | de_CH |
| zhaw.organisationalunit | Institut für Sozialmanagement (ISM) | de_CH |
| dc.identifier.doi | 10.21256/zhaw-3829 | - |
| dc.identifier.doi | 10.1007/s12208-017-0174-2 | de_CH |
| zhaw.funding.eu | No | de_CH |
| zhaw.issue | 3 | de_CH |
| zhaw.originated.zhaw | Yes | de_CH |
| zhaw.pages.end | 340 | de_CH |
| zhaw.pages.start | 321 | de_CH |
| zhaw.publication.status | acceptedVersion | de_CH |
| zhaw.volume | 14 | de_CH |
| zhaw.publication.review | Peer review (Publikation) | de_CH |
| zhaw.webfeed | Führung und Organisationsgestaltung (Soziale Arbeit) | de_CH |
| zhaw.webfeed | Innovation und Qualitätsentwicklung (Soziale Arbeit) | de_CH |
| Appears in collections: | Publikationen Soziale Arbeit | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Post-print_Manuscript_Under Blood Pressure.pdf | Post-print_Under Blood Pressure_LSundermann et al. | 1.22 MB | Adobe PDF |  View/Open |
Show simple item record
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.
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