Segmentation in Social Marketing

1. Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do
Krzysztof Kubacki, Timo Dietrich, Sharyn Rundle-Thiele

Part I. Segmentation in Social Marketing

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, Rimante Ronto

3. The Importance of Segmentation in Social Marketing Strategy
Jeff French

4. Changing Times for Social Marketing Segmentation
Sally Dibb

5. How and Why Segmentation Improves ROI
Nancy R. Lee

Part II. Segmentation Process, Methods, and Application

6. Segmentation in Social Marketing: Five Steps to Success
Timo Dietrich

7. Methods in Segmentation
Sara Dolnicar, Bettina Grün

8. Segmentation Using Two-Step Cluster Analysis
Aaron Tkaczynski

Part III. Segmentation in Practice

9. Increasing Civic Engagement Through Market Segmentation
Melanie Randle, Sara Dolnicar

10. Segmenting Caregivers to Gain Insights for Social Marketing Program Design
Francisco Crespo Casado, Sharyn Rundle-Thiele, Timo Dietrich

11. Young Adults and Alcohol: An Explorative Audience Segmentation Analysis
Jolanda Mathijssen, Sandra Kuiper, Meriam Janssen

12. Using Segmentation and Theory to Design Better Promotion and Prevention Campaigns: A RECYC-QUÉBEC Case Study
Maxime Boivin, Emmanuelle Gagné, Valériane Champagne Saint-Arnaud

13. Why We Need Segmentation When Designing Social Marketing Programs
Sharyn Rundle-Thiele, Timo Dietrich, Krzysztof Kubacki

Avainsanat: Business and Management, Market Research/Competitive Intelligence, Health Promotion and Disease Prevention