Mastering Audience Segmentation

Audience segmentation is now firmly on the agenda for internal communicators, with seventy-five percent of respondents to Melcrum Publishing's 2006 survey segmenting their audiences and fifty-eight percent seeing it as a higher priority than it was eighteen months ago.

As both organizations and technology rapidly evolve and advance globally, what different segmentation methods are available? Which should you choose: attitudinal or demographic segmentation? What is the impact of the changing work environment upon segmentation?

All these questions and more are answered by key thought leaders such as Angela Sinickas, Carol Kinsey Goman and Shel Holtz, and a range of in-depth case studies by companies such as Dow Corning, Tesco and Avaya show segmentation in action.

Mastering Audience Segmentation doesn't just tell readers about audience segmentation; it gives them practical, hands-on accounts and advice from the best in the business.


Notes to editors:
Melcrum Publishing is a research and information company with offices in London and Chicago. Through its publications, research, training materials and seminars, Melcrum provides best-practice information for managers involved in internal communication, corporate communication, human resources, knowledge management and corporate responsibility management. Mastering Audience Segmentation is available at an online discount for USD660 or GBP395.


For further information contact:

Mandy Thatcher, Editor
Tel: 020 8600 4670 e-mail: mandy.thatcher@melcrum.com

Joanne Quinn, Head of Marketing and Sales
Tel: 020 8600 4670 e-mail: joanne.quinn@melcrum.com