For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.
Section 2: Marketing Planning
Segmentation and Targeting – L. Doner Lotenberg, C. Schechter and J. Strand
This chapter on audience segmentation reviews the three-step process and methods used: (1) to divide a market into groups based on shared criteria; (2) to select one or more groups to give highest priority in planning and ...