Developing effective communications strategy : a benefit segmentation approach

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書誌事項

Developing effective communications strategy : a benefit segmentation approach

Russell I. Haley

（Ronald series on marketing management, ISSN:0275-875X）

Wiley, 1985

  • est.

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注記

"A Ronald Press publication."

Includes bibliographical references and indexes

内容説明・目次

内容説明

Knowledge transfer and use is an emerging discipline, which is based on the premise that learning can occur either from experimentation - the scientific approach - or from life experience. The latter type of learning is often unstructured and qualitative in nature, and there is increasing recognition that it is no less valid. Consequently a great deal of effort is currently being devoted to developing methods for transferring knowledge gained from life experience to other people. It is an attempt by a practitioner to summarize a little more than 20 years of experience with an approach that has become known as "benefit segmentation".

目次

  • 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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