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.

Segmentation and Targeting

Segmentation and Targeting

Segmentation and targeting
Lynne DonerLotenberg, CarolSchechter and JohnStrand


Segmentation and targeting are essential components of social marketing; they are the processes used to identify groups with similar needs or wants and ...

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