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.
- ISBN13 9789811018336
- Publish Date 28 October 2016
- Publish Status Active
- Publish Country SG
- Imprint Springer Verlag, Singapore
- Edition 1st ed. 2017
- Format Hardcover
- Pages 214
- Language English