Segmentation in Social Marketing: Process, Methods and Application

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 9811094578
• ISBN13: 9789811094576
• Release Date: June 2018
• Publisher: Springer
• Length: 214 Pages
• Weight: 0.70 lbs.
• Dimensions: 0.5" x 6.1" x 9.2"