Developing Effective Communications Strategy: A Benefit Segmentation Approach

Abstract

Premises of Market Segmentation Models of the Communication Process Measuring Attitudes and Images Constructing an Image Measurement Tool Developing Effective Communications Strategies Conducting Attitude Segmentation Research Benefit Segmentation Premises Benefit Segmentation Methodology Interpreting Segmentation Study Results Presenting Results and Beginning Follow-Through Activities Copy Research Follow-Through Media Planning and Other Forms of Follow-Through Successful Benefit Segmentation Case Histories An Overview of Attitude Segmentation Research Appendixes Author Index Subject Index.

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