Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/43297
Title: How to increase blood donation by social marketing
Authors: Beerli Palacio, María Asunción 
Martín Santana, Josefa Delia 
UNESCO Clasification: 531105 Marketing (comercialización)
Keywords: Marketing social
Donaciones de sangre
Issue Date: 2015
Publisher: 1865-1984
Journal: International Review on Public and Nonprofit Marketing 
Abstract: Our aim is to study the behavior of blood donors by distinguishing donors from non-donors and within donors if they donate frequently, occasionally or have donated only once. To this end we study the determining factors in their behavior, analyzing the possible differences between segments in terms of their sociodemographic characteristics, motivations, inhibitors, and facilitators of behavior, possible incentives to donate blood and lastly their predisposition to donate.
URI: http://hdl.handle.net/10553/43297
ISSN: 1865-1984
DOI: 10.1007/s12208-015-0133-8
Source: International Review on Public and Nonprofit Marketing[ISSN 1865-1984],v. 12, p. 253-266
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