Segmentation in Social Marketing Gebunden

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 re source for academics social marketers educators and advanced students alike.