Segmentation in social marketing: Insights from the European Union's multi-country, antismoking campaign

European Journal of Marketing

Volumn 44, Issue 7, 2010, Pages 1140-1164

  Walsh, Gianfranco ^a   Hassan, Louise M ^b   Shiu, Edward ^c   Andrews, J Craig ^d   Hastings, Gerard ^e  

^a University of Koblenz Landau ^*  (Germany)

^b UNIVERSITY OF ST ANDREWS   (United Kingdom)

^c UNIVERSITY OF STRATHCLYDE   (United Kingdom)

^d MARQUETTE UNIVERSITY   (United States)

^e UNIVERSITY OF STIRLING   (United Kingdom)

Author keywords

Advertising effectiveness; Cigarettes; Cluster analysis; Cross cultural studies; European Union; Sales campaigns

Indexed keywords

EID: 77954643844     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561011047562     Document Type: Article

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