Segmentation in social marketing: Process, methods and application

Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki

Research output: Book/ReportBookpeer-review

Abstract

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.

Original languageEnglish
PublisherSpringer Singapore
Number of pages214
ISBN (Electronic)9789811018350
ISBN (Print)9789811018336
DOIs
Publication statusPublished - 1 Jan 2016

ASJC Scopus subject areas

  • General Economics,Econometrics and Finance
  • General Business,Management and Accounting
  • General Medicine

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