Segmentation in Social Marketing: Process, Methods and Application
- 4h 39m
- Krzysztof Kubacki, Sharyn Rundle-Thiele, Timo Dietrich
- Springer
- 2017
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.
About the Authors
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.
In this Book
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Segmentation in Social Marketing—Why We Should Do it More Often That We Currently Do
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An Umbrella Review of the Use of Segmentation in Social Marketing Interventions
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The Importance of Segmentation in Social Marketing Strategy
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Changing Times for Social Marketing Segmentation
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How and Why Segmentation Improves ROI
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Segmentation in Social Marketing—Five Steps to Success
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Methods in Segmentation
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Segmentation Using Two-Step Cluster Analysis
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Increasing Civic Engagement Through Market Segmentation
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Segmenting Caregivers to Gain Insights for Social Marketing Program Design
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Young Adults and Alcohol—An Explorative Audience Segmentation Analysis
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Using Segmentation and Theory to Design Better Promotion and Prevention Campaigns—A RECYC-QUÉBEC Case Study
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Why We Need Segmentation When Designing Social Marketing Programs
