Quotation Sundermann, Larissa, Boenigk, Silke, Willems, Jurgen. 2017. Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations. International Review on Public and Nonprofit Marketing. 14 (3), 321-340.


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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.

Tags

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  • Differentiated marketing
  • Experiment
  • Blood donor recruitment
  • Blood donor management

Publication's profile

Status of publication Published
Affiliation External
Type of publication Journal article
Journal International Review on Public and Nonprofit Marketing
WU-Journal-Rating new STRAT-C
Language English
Title Under blood pressure – differentiated versus undifferentiated marketing to increase blood donations
Volume 14
Number 3
Year 2017
Page from 321
Page to 340
Reviewed? Y
URL https://link.springer.com/article/10.1007%2Fs12208-017-0174-2
DOI http://dx.doi.org/10.1007/s12208-017-0174-2
Open Access N

Associations

People
Willems, Jurgen (Details)
External
Boenigk, Silke (University of Hamburg, Germany)
Sundermann, Larissa (Zurich University of Applied Sciences, Switzerland)
Research areas (ÖSTAT Classification 'Statistik Austria')
3604 Blood transfusion (Details)
5234 Administrative science (Details)
5308 Management sciences (Details)
5320 Marketing (Details)
5363 Non-profit-sector research (NPO, NPI) (Details)
6906 Public research (Details)
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