This chapter argues for the benefits of segmenting the target group in an environmental communication campaign. Based on findings and practices in marketing, different segmentation approaches are introduced and discussed, such as demographic segmentation, geographic...
CITATION STYLE
Klöckner, C. A. (2015). Target Group Segmentation — Why Knowing Your Audience Is Important. In The Psychology of Pro-Environmental Communication (pp. 146–160). Palgrave Macmillan UK. https://doi.org/10.1057/9781137348326_7
Mendeley helps you to discover research relevant for your work.