The Relevance of Life Changing Situations for Media Usage and their Relevance as a Segmentation Strategy for Media Companies and Advertisers

Leopold, A., & Diehl, S. (2011). The Relevance of Life Changing Situations for Media Usage and their Relevance as a Segmentation Strategy for Media Companies and Advertisers. In Advances in Advertising Research (Vol. 2) (pp. 161–175). Gabler. https://doi.org/10.1007/978-3-8349-6854-8_11