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...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
Άλλοι συγγραφείς: Dietrich, Timo (Επιμελητής έκδοσης), Rundle-Thiele, Sharyn (Επιμελητής έκδοσης), Kubacki, Krzysztof (Επιμελητής έκδοσης)
Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
Γλώσσα:English
Έκδοση: Singapore : Springer Singapore : Imprint: Springer, 2017.
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.