Segmentation in Social Marketing
Krzysztof Kubacki (Hrsg.), Sharyn Rundle-Thiele (Hrsg.), Timo Dietrich (Hrsg.)
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Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing
Beschreibung
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.
Kundenbewertungen
Case Study Method, Marketing Ethics, Segmentation Targeting Positioning Process, Two-step Cluster Analysis, Market Segmentation Process, Experimental Research, Product Positioning, Intervention Design, Social Marketing Benchmark Criteria, Consumer Behavior, Market Segmentation, Marketing Strategy, Marketing Mix, Behavior Change, Social Marketing, Social Marketing Program Design, Research Methods, Market Research, Public Health, Market Targeting