Zhou, Yanfeng; Poon, Patrick; Yu, Chunling - In: Marketing Intelligence & Planning 30 (2012) 5, pp. 535-552
Purpose – The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit‐oriented donors, altruistic donors and health salience donors, with the use of factor‐cluster segmentation approach. It also investigates the blood donation...