Segmentation in Social Marketing Process, Methods and Application /
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...
Συγγραφή απο Οργανισμό/Αρχή: | |
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Άλλοι συγγραφείς: | , , |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
Singapore :
Springer Singapore : Imprint: Springer,
2017.
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Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- 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.