Erschienen: 28.10.2016 Abbildung von Dietrich / Rundle-Thiele | Segmentation in Social Marketing | 1. Auflage | 2016 |

Dietrich / Rundle-Thiele / Kubacki

Segmentation in Social Marketing

Methods and Approaches

Buch. Hardcover



In englischer Sprache

Springer-Verlag GmbH. ISBN 9789811018336

Format (B x L): 16 x 24.1 cm

Gewicht: 500 g


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.

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