Segmentation in Social Marketing: Process, Methods and Application – FULL INSTANT DOWNLOAD | PDF DOCX EPUB

Name: Segmentation in Social Marketing: Process, Methods and Application
ISBN-13: 9789811018336
ISBN-10: 9811018332
Addition ISBN: 9811018359, 9789811018350
Publisher: Springer, Copyright: 2017
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.