@article{777767,
      author = {Dietrich, Timo, and Rundle-Thiele, Sharyn, and Kubacki,  Krzysztof,},
      url = {http://library.usi.edu/record/777767},
      title = {Segmentation in social marketing : process, methods and  application /},
      abstract = {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 case study highlights not only the method used, but  also the corresponding targeting decisions and social  marketing mix application. The book extends the use of  segmentation in social marketing, which will ultimately  lead to more effective and better-tailored interventions  that deliver change for the better. As such, it offers a  detailed handbook on how to conduct state-of-the-art  segmentation, and a valuable resource for academics, social  marketers, educators and advanced students alike.},
      doi = {https://doi.org/10.1007/978-981-10-1835-0},
      recid = {777767},
      pages = {1 online resource},
}