Overview
Provides a single, comprehensive resource on the segmentation process in social marketing and innovative best-practice segmentation techniques
Addresses key behaviour change areas including food waste, volunteering, alcohol, sexual health, flu prevention, healthy eating, and active school travel
Case studies are provided throughout the book, offering practical examples of the methods discussed
Includes supplementary material: sn.pub/extras
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Table of contents (13 chapters)
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Front Matter
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Segmentation Process, Methods, and Application
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Front Matter
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Segmentation in Practice
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Front Matter
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Keywords
- Behavior Change
- Case Study Method
- Consumer Behavior
- Experimental Research
- Intervention Design
- Market Research
- Market Segmentation
- Market Segmentation Process
- Market Targeting
- Marketing Ethics
- Marketing Mix
- Marketing Strategy
- Product Positioning
- Public Health
- Research Methods
- Segmentation Targeting Positioning Process
- Social Marketing
- Social Marketing Benchmark Criteria
- Social Marketing Program Design
- Two-step Cluster Analysis
About this book
This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design. It presents a variety of segmentation approaches alongside case studies of their application in various social marketing contexts.
The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored programs that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and provides a valuable resource for academics, social marketers, educators, and advanced students alike.
Editors and Affiliations
About the editors
Sharyn Rundle-Thiele leads Social Marketing at Griffith University and is Editor of the Journal of Social Marketing. Her research focuses on behaviour change and she currently serves as an advisor on a diverse range of social marketing projects. Her current projects include changing adolescent attitudes towards drinking alcohol, and increasing healthy eating and physical activity to combat obesity.
Krzysztof Kubacki is Associate Professor in Marketing at Griffith University. Woven throughout his research is an interest in the relationship between social marketing and consumer culture, with his most recent work focusing on physical activity among adults and children and alcohol consumption among young people.
Bibliographic Information
Book Title: Segmentation in Social Marketing
Book Subtitle: Process, Methods and Application
Editors: Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki
DOI: https://doi.org/10.1007/978-981-10-1835-0
Publisher: Springer Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Science+Business Media Singapore 2017
Hardcover ISBN: 978-981-10-1833-6Published: 28 October 2016
Softcover ISBN: 978-981-10-9457-6Published: 16 June 2018
eBook ISBN: 978-981-10-1835-0Published: 21 October 2016
Edition Number: 1
Number of Pages: VI, 214
Number of Illustrations: 23 b/w illustrations
Topics: Market Research/Competitive Intelligence, Health Promotion and Disease Prevention