Segmenting excessive alcohol consumers : implications for social marketing
(2020)
Journal Article
Sahadev, S., Malhotra, N., & Mukherjee, A. (2020). Segmenting excessive alcohol consumers : implications for social marketing. IIM Kozhikode Society & Management Review, 9(2), 213-225. https://doi.org/10.1177/2277975220913366
While extant studies have mainly investigated differences between drinkers and non-drinkers, the literature on segmenting heavy drinkers and profiling them is surprisingly scarce. This study makes a significant contribution to the social marketing li... Read More about Segmenting excessive alcohol consumers : implications for social marketing.