rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Segmentation in Social Marketing
    sub title: Process, Methods and Application
  name:
    name part: Dietrich, Timo.
    role:
      role term: editor.
  name:
    name part: Rundle-Thiele, Sharyn.
    role:
      role term: editor.
  name:
    name part: Kubacki, Krzysztof.
    role:
      role term: editor.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: si
    date issued: 2017
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: VI, 214 p. 23 illus. online resource.
  abstract: This book brings together current innovative methods and approaches in segmentation theory to support more effective social marketing program design. It presents a variety of theoretical segmentation approaches alongside case studies of their application in various social marketing contexts. Each case study highlights not only the method used, but also the corresponding targeting decisions and social marketing mix application. The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored interventions that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and a valuable resource for academics, social marketers, educators and advanced students alike.
  table of contents: Introduction -- Chapter 1 Segmentation in Social Marketing: Why we don’t do it as much as we should? -- Part I The segmentation process -- Chapter 2 Segmentation as one of the key benchmarks in Social Marketing -- Chapter 3 The Segmentation Process -- Chapter 4 An umbrella review of the use of segmentation in social marketing interventions -- Chapter 5 How segmentation improves social marketing’s Return on Investment (ROI) -- Part II Segmentation methods -- Chapter 6 An overview of different segmentation methods -- Chapter 7 Innovative segmentation methods from commercial marketing for social marketing -- Chapter 8 Advances in segmentation practice -- Chapter 9 Segmentation using two-step cluster analysis -- Part III Segmentation in practice -- Chapter 10 Identity matters: REScue changes and their approach to segmentation -- Chapter 11 Forgetful attempters: Segmentation for the Be Sun Sound Campaign -- Chapter 12 Segmenting the market for safe sex: Fiesta and Kiss condoms -- Chapter 13 Nationwide physical activity campaign: segmenting the VERB market -- Conclusions -- Chapter 14 Why we need segmentation when designing behaviour change programs.
  note: edited by Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki.
  subject:
    topic: Business
  subject:
    topic: Market research
  subject:
    topic: Health promotion
  subject:
    topic: Business and Management
  subject:
    topic: Market Research/Competitive Intelligence
  subject:
    topic: Health Promotion and Disease Prevention
  classification: HF5415.2-5415.34
  classification: 658.83
  related item:
    title info:
      title: Springer eBooks
  identifier: 9789811018350
  identifier: http://dx.doi.org/10.1007/978-981-10-1835-0
  record info:
    record creation date: 161021
    record change date: 20161021081518.0
    record identifier: 978-981-10-1835-0