Segmentation in Social Marketing: Process, Methods and Application

Segmentation in Social Marketing: Process, Methods and Application 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. Autor: Timo Dietrich, Sharyn Rundle-Thiele Wydawnictwo: Springer Rok wydania: 2016 Okładka: twarda Liczba stron: 214 Wymiary: 15.5 x 23.5 x 1.4 cm Ilustracje: 28 Tables, color; 23 Illustrations, black and white; VI, 214 p. 23 illus. Język: angielski ISBN: 9789811018336