Springer - Segmentation In Social Marketing: Process, Methods And Application (2017 EN)

Author: Timo Dietrich (Editor), Sharyn Rundle-Thiele (Editor), Krzysztof Kubacki (Editor)
Full Title: Segmentation In Social Marketing: Process, Methods And Application
Publisher: Springer; 1st ed. 2017 edition (9 Nov. 2016)
Year: 2017
ISBN-13: 9789811018350 (978-981-10-1835-0), 9789811018336 (978-981-10-1833-6)
ISBN-10: 9811018359, 9811018332
Pages: 214
Language: English
Genre: Marketing
File type: PDF (True)
Quality: 10/10
Price: 119.59 €


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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