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Keywords: Factor‐cluster analysis
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2012) 30 (5): 535–552.
Published: 27 July 2012
... countries Social marketing Marketing communications Motivation (psychology) Blood donation Factor‐cluster analysis Donor segmentation Segment 2 is labelled as “benefit‐oriented donors” (42.6 per cent of the sample) and is the largest cluster. Donors of this segment have a high concern...
