Marketing practices and the reconfiguration of public action
Policy and Politics: an international journal
This is the author accepted manuscript. The final version is available from Policy Press via the DOI in this record.
Reason for embargo
Market segmentation methodologies are increasingly used in public policy, arts and culture management, and third sector campaigning. Rather than presume that this is an index of creeping neoliberalization, we track the shared and contested understandings of the public benefits of using segmentation methods. Segmentation methods are used to generate stable images of individual and group attitudes and motivations, and these images are used to inform strategies that seek to either change these dispositions or to mobilise them in new directions. Different segments of the population are identified as bearing particular responsibilities for public action on different issues.
Available online: July 7, 2015