Segmentation in social marketing : process, methods and application

• Other Authors: Dietrich, Timo (Editor), Rundle-Thiele, Sharyn (Editor), Kubacki, Krzysztof (Editor)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer, 2017.
• Subjects: Social marketing.; Behavior modification.; elektronické knihy; electronic books
• ISBN: 9789811018350; 9789811018336
• Physical Description: 1 online resource

This book brings together current innovative methods and approaches in segmentation theory to support more effective social marketing program design. It presents a variety of theoretical segmentation approaches alongside case studies of their application in various social marketing contexts. Each ca...