TY  - GEN
AB  - 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.
AU  - Dietrich, Timo,
AU  - Rundle-Thiele, Sharyn,
AU  - Kubacki, Krzysztof,
CN  - HF5414
DO  - 10.1007/978-981-10-1835-0
DO  - doi
ID  - 777767
KW  - Social marketing.
KW  - Behavior modification.
LK  - https://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-981-10-1835-0
N2  - 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.
SN  - 9789811018350
SN  - 9811018359
T1  - Segmentation in social marketing :process, methods and application /
TI  - Segmentation in social marketing :process, methods and application /
UR  - https://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-981-10-1835-0
ER  -