Segmentation in Social Marketing Process, Methods and Application /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Dietrich, Timo (Editor), Rundle-Thiele, Sharyn (Editor), Kubacki, Krzysztof (Editor)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Singapore : Imprint: Springer, 2017.
• Subjects: Business.; Market research.; Health promotion.; Business and Management.; Market Research/Competitive Intelligence.; Health Promotion and Disease Prevention.

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...