Segmentation in Social Marketing
Process, Methods and Application
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Beschreibung
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 case study highlights not only the method used, but also the corresponding targeting decisions and social marketing mix application.
The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored interventions that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and a valuable resource for academics, social marketers, educators and advanced students alike.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.
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
Autor*in
Timo Dietrich
Themen in »Segmentation in Social Marketing«
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