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Direct linkDietrich, Timo; Rundle-Thiele, Sharyn; Leo, Cheryl; Connor, Jason – Journal of School Health, 2015
Background: According to commercial marketing theory, a market orientation leads to improved performance. Drawing on the social marketing principles of segmentation and audience research, the current study seeks to identify segments to examine responses to a school-based alcohol social marketing program. Methods: A sample of 371 year 10 students…
Descriptors: Marketing, Alcohol Education, Drinking, Student Attitudes
