About Marketing
Marketing Research
Information for Students
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Dr Melanie Randle
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Qualifications
BAAdmin (UC), MB(Mkt) (CSU), PhD (UoW)
Research Interests
Social marketing, non-profit marketing, volunteering
Background
Melanie spent eight years working in the IT and Marketing divisions of Qantas Airways and commenced her PhD at the University of Wollongong in 2004. Her PhD thesis investigated heterogeneity of motivations for volunteering within a highly multicultural community and was submitted in 2007.
Research Profile
Refereed Journal Articles
Dolnicar, S. and Randle, M. (2007). The International Volunteering Market: Market Segments and Competitive Relations. International Journal of Nonprofit and Voluntary Sector Marketing, 12(4), 350-370.
Dolnicar, S. and Randle, M. (2007). What Moves Which Volunteers to Donate Their Time? An Investigation of Psychographic Heterogeneity Among Volunteers in Australia. Voluntas: International Journal of Voluntary and Nonprofit Organisations, 18(2), 135-155.
Dolnicar, S., Freitag, R. and Randle, M. (2005). To Segment or Not to Segment? An Investigation of Segmentation Strategy Success Under Varying Market Conditions. Australasian Marketing Journal, 13(1): 20-35. (Australasian Marketing Journal Best Paper Award 2005).
Refereed Conference Proceedings
Randle, M. & Dolnicar, S. (2007). Expanding the Pool of Volunteers: Enticing Ethnic Minorities to Become More Involved. Australia and New Zealand Marketing Academy (ANZMAC) Conference CD Proceedings, Dunedin, New Zealand.
Randle, M., Grun, B. & Dolnicar, S. (2007). Segmenting the Volunteer Market: Learnings from an Australian Study. European Marketing Academy (EMAC) Conference CD Proceedings, Reykjavic, Iceland.