Segmentation in Social Marketing - Process, Methods and Application (Hardcover, 1st ed. 2017)

This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design. It presents a variety of segmentation approaches alongside case studies of their application in various social marketing contexts. The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored programs that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and provides a valuable resource for academics, social marketers, educators, and advanced students alike.

General

Imprint:	Springer Verlag, Singapore
Country of origin:	Singapore
Release date:	October 2016
First published:	2017
Editors:	Timo Dietrich • Sharyn Rundle-Thiele • Krzysztof Kubacki
Dimensions:	235 x 155 x 19mm (L x W x T)
Format:	Hardcover
Pages:	214
Edition:	1st ed. 2017
ISBN-13:	978-981-10-1833-6
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	981-10-1833-2
Barcode:	9789811018336

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