Segmentation in Social Marketing : Process, Methods and Application

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...

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Corporate Author: SpringerLink (online služba)
Other Authors: Dietrich, Timo (Editor), Rundle-Thiele, Sharyn (Editor), Kubacki, Krzysztof (Editor)
Format: eBook
Published: Singapore : Springer Singapore, 2017
Genre/form:elektronické knihy
Online Access:Get full text
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