Segmentation in Social Marketing
Process, Methods and Application
Sharyn Rundle-Thiele editor Krzysztof Kubacki editor Timo Dietrich editor
Format:Paperback
Publisher:Springer Verlag, Singapore
Published:16th Jun '18
Currently unavailable, and unfortunately no date known when it will be back
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.
ISBN: 9789811094576
Dimensions: unknown
Weight: 454g
214 pages
Softcover reprint of the original 1st ed. 2017