Segmentation in Social Marketing Process, Methods and Application /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Dietrich, Timo (Editor), Rundle-Thiele, Sharyn (Editor), Kubacki, Krzysztof (Editor)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Singapore : Imprint: Springer, 2017.
• Subjects: Business.; Market research.; Health promotion.; Business and Management.; Market Research/Competitive Intelligence.; Health Promotion and Disease Prevention.

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 ca...

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.