New Social Marketing Resource: Segmentation in Social Marketing

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imagesSegmentation in Social Marketing – Process, Methods and Application, edited by Timo Dietrich, Sharyn Rundle-Thiele & Krzysztof Kubacki is a welcomed and long overdue book on segmentation in social marketing. The book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing programme design. It presents a variety of segmentation approaches alongside case studies of their application in various social marketing contexts including food waste, volunteering, alcohol, sexual health, flu prevention, healthy eating, and active school travel. It includes contributions from Jeff French, Sally Dibb and Nancy Lee, amongst others, to offer 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. Find out more

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