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...

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Bibliographic Details
Other Authors: Dietrich, Timo, (Editor), Rundle-Thiele, Sharyn, (Editor), Kubacki, Krzysztof, (Editor)
Format: eBook
Language: English
Published: Singapore : Springer, 2017.
Subjects:
Social marketing.
Behavior modification.
elektronické knihy
electronic books
ISBN: 9789811018350
9789811018336
Physical Description: 1 online resource

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Table of contents

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245 0 0 |a Segmentation in social marketing :  |b process, methods and application /  |c edited by Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki. 
264 1 |a Singapore :  |b Springer,  |c 2017. 
300 |a 1 online resource 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
504 |a Includes bibliographical references. 
505 0 |a 1 Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do; Abstract; Introduction; References; Segmentation in Social Marketing; 2 An Umbrella Review of the Use of Segmentation in Social Marketing Interventions; Abstract; Introduction; Methods; Results; Discussion; Limitations and Future Research Directions; Acknowledgments; References; 3 The Importance of Segmentation in Social Marketing Strategy; Abstract; Introduction; Respecting Citizens; The Importance of Segmentation in Social Marketing; The Added Value of Segmentation Within Social Marketing. 
505 8 |a To Segment or not to Segment? that Is the QuestionThe Importance of Segmentation in the Development and Evaluation of Social Marketing; Why Do Many Social Marketing Programs not Invest in Segmentation?; The Future of Segmentation in Social Marketing Programs; Conclusion; References; 4 Changing Times for Social Marketing Segmentation; Abstract; Introduction; Market Segmentation Basics; Social Marketing Segmentation Lags Behind; Social Marketing Segmentation in Practice; Adapting Commercial Approaches: A Targeting Tool for Social Marketers; Social Marketing in a Period of Technological Change. 
505 8 |a ConclusionReferences; 5 How and Why Segmentation Improves ROI; Abstract; How Segmentation Inspires the Offer: Product, Price, and Place Strategies; How Segmentation Inspires Promotional Messages, Messengers, Media Channels; How Segmentation Inspires Timing and Frequency of Communications; How Segmentation Increases Return on Investment (ROI); How ROI Is Calculated; Barriers to Determining and Reporting on ROI for Social Marketers; Summary; References; Segmentation Process, Methods, and Application; 6 Segmentation in Social Marketing: Five Steps to Success; Introduction. 
505 8 |a Segmentation and Its Application in Social MarketingThe Five-Step Segmentation Process; The Blurred Minds Social Marketing Program-Gamifying Alcohol Education; Conclusion; References; 7 Methods in Segmentation; Abstract; Introduction; Collecting Suitable Data; Extracting Segments; Selecting Suitable Segmentation Solutions; Profiling Segments; Selecting the Target Segment; Conclusion; Acknowledgments; References; 8 Segmentation Using Two-Step Cluster Analysis; Abstract; Introduction; TwoStep Clustering Procedure; TwoStep Cluster Validation; TwoStep Cluster Analysis: An Alternative Solution. 
505 8 |a Social Marketing and TwoStep Cluster Analysis: A ReviewSocial Marketing Case Study; TwoStep Cluster Validation; Examining the Segments Generated by TwoStep Cluster Analysis; Non-walking Oriented Parents; Long Distance Safety Concerned Parents; Walking-Focused Health Conscious Parents; Discussion and Conclusion; Limitations and Opportunities for Future Research; References; Segmentation in Practice; 9 Increasing Civic Engagement Through Market Segmentation; Abstract; Introduction; Why Market Segmentation Is Better Than Mass Marketing. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a 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. 
590 |a SpringerLink  |b Springer Complete eBooks 
650 0 |a Social marketing. 
650 0 |a Behavior modification. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Dietrich, Timo,  |e editor. 
700 1 |a Rundle-Thiele, Sharyn,  |e editor. 
700 1 |a Kubacki, Krzysztof,  |e editor. 
776 0 8 |i Print version:  |t Segmentation in social marketing.  |d Singapore : Springer, 2017  |z 9811018332  |z 9789811018336  |w (OCoLC)951643472 
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992 |c NTK-SpringerBM 
999 |c 97877  |d 97877 
993 |x NEPOSILAT  |y EIZ 

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