Segmentation in Social Marketing

1. Front Matter

   Pages i-vi

   PDF

2. Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do

   • Krzysztof Kubacki, Timo Dietrich, Sharyn Rundle-Thiele

   Pages 1-6

3. Segmentation in Social Marketing

   1. Front Matter

      Pages 7-7

      PDF

   2. An Umbrella Review of the Use of Segmentation in Social Marketing Interventions

      • Krzysztof Kubacki, Sharyn Rundle-Thiele, Bo Pang, Julia Carins, Joy Parkinson, Haruka Fujihira et al.

      Pages 9-23

   3. The Importance of Segmentation in Social Marketing Strategy

      • Jeff French

      Pages 25-40

   4. Changing Times for Social Marketing Segmentation

      • Sally Dibb

      Pages 41-59

   5. How and Why Segmentation Improves ROI

      • Nancy R. Lee

      Pages 61-74

4. Segmentation Process, Methods, and Application

   1. Front Matter

      Pages 75-75

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   2. Segmentation in Social Marketing: Five Steps to Success

      • Timo Dietrich

      Pages 77-92

   3. Methods in Segmentation

      • Sara Dolnicar, Bettina Grün

      Pages 93-107

   4. Segmentation Using Two-Step Cluster Analysis

      • Aaron Tkaczynski

      Pages 109-125

5. Segmentation in Practice

   1. Front Matter

      Pages 127-127

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   2. Increasing Civic Engagement Through Market Segmentation

      • Melanie Randle, Sara Dolnicar

      Pages 129-142

   3. Segmenting Caregivers to Gain Insights for Social Marketing Program Design

      • Francisco Crespo Casado, Sharyn Rundle-Thiele, Timo Dietrich

      Pages 143-159

   4. Young Adults and Alcohol: An Explorative Audience Segmentation Analysis

      • Jolanda Mathijssen, Sandra Kuiper, Meriam Janssen

      Pages 161-177

   5. Using Segmentation and Theory to Design Better Promotion and Prevention Campaigns: A RECYC-QUÉBEC Case Study

      • Maxime Boivin, Emmanuelle Gagné, Valériane Champagne Saint-Arnaud

      Pages 179-195

   6. Why We Need Segmentation When Designing Social Marketing Programs

      • Sharyn Rundle-Thiele, Timo Dietrich, Krzysztof Kubacki

      Pages 197-214

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.

• 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

• Griffith University, Brisbane, Australia

  Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki

Timo Dietrich holds a joint position with Griffith University and The University of Queensland as a Postdoctoral Research Fellow. In his PhD he examined how segmentation and co-design could help improve intervention and service design solutions. Since then he is passionately working on a range of projects that aim to use gamification to foster positive behaviour change. He has worked with industry partners such as AlcoCups, Bendigo Bank, Queensland Catholic Education Commission, Queensland Police Service, Mater Hospital, Southern Cross University, Organ and Tissue Authority Committee, and UNICEF.
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.

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