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portada Segmentation in Social Marketing: Process, Methods and Application
Type
Physical Book
Publisher
Author
Language
English
Pages
214
Format
Paperback
Dimensions
23.4x15.6x1.2 cm
Weight
0.32 kg.
ISBN13
9789811094576
Categories

Segmentation in Social Marketing: Process, Methods and Application

Dietrich, Timo ; Rundle-Thiele, Sharyn ; Kubacki, Krzysztof (Author) · Springer · Paperback

Segmentation in Social Marketing: Process, Methods and Application - Dietrich, Timo ; Rundle-Thiele, Sharyn ; Kubacki, Krzysztof

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Synopsis "Segmentation in Social Marketing: Process, Methods and Application"

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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