Segmentation in Social Marketing e-bog
1021,49 DKK
(inkl. moms 1276,86 DKK)
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 ultim...
E-bog
1021,49 DKK
Forlag
Springer
Udgivet
21 oktober 2016
Genrer
Market research
Sprog
English
Format
epub
Beskyttelse
LCP
ISBN
9789811018350
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.