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Segmentation in Social Marketing: Process, Methods and Application
Paperback
MarketingHealth GeneralMedical Reference
ISBN13: 9789811094576
Publisher: Springer Nature
Published: Jun 16 2018
Pages: 214
Weight: 0.70
Height: 0.47 Width: 6.14 Depth: 9.21
Language: English
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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