Behavior as an approach to identifying target groups from a social marketing perspective

Volume: 19, Issue: 2, Pages: 265 - 287
Published: Jul 13, 2021
Abstract
Target groups’ identification and segmentation are critical to achieving an optimum programme outcome in social marketing. In this sense, this paper expands on the conceptual discussion of behaviour change from a social marketing perspective and theories or models about stakeholders. It aims to deepen the analysis of behaviour from the perspective of social marketing, integrating the following theories and models: The Stakeholder Theory, the...
Paper Details
Title
Behavior as an approach to identifying target groups from a social marketing perspective
Published Date
Jul 13, 2021
Volume
19
Issue
2
Pages
265 - 287
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