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Segmentation in Social Marketing : Process, Methods and Application (Hardcover)

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This book brings together current innovative methods and approaches in segmentation theory to support more effective social marketing program design. It presents a variety of theoretical segmentation approaches alongside case studies of their application in various social marketing contexts. Each case study highlights not only the method used, but also the corresponding targeting decisions and social marketing mix application. 

The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored interventions that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and a valuable resource for academics, social marketers, educators and advanced students alike.

Genre: Business + Money Management, Medical
Format: Hardcover
Publisher: Springer Verlag
Language: English
Street Date: November 10, 2016
TCIN: 51548494
UPC: 9789811018336
Item Number (DPCI): 248-24-5915

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