Buch, Englisch, 214 Seiten, HC runder Rücken kaschiert, Format (B × H): 160 mm x 241 mm, Gewicht: 4557 g
Process, Methods and Application
Buch, Englisch, 214 Seiten, HC runder Rücken kaschiert, Format (B × H): 160 mm x 241 mm, Gewicht: 4557 g
ISBN: 978-981-10-1833-6
Verlag: Springer Nature Singapore
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.
Zielgruppe
Research
Autoren/Hrsg.
Fachgebiete
- Medizin | Veterinärmedizin Medizin | Public Health | Pharmazie | Zahnmedizin Medizin, Gesundheitswesen Public Health, Gesundheitsmanagement, Gesundheitsökonomie, Gesundheitspolitik
- Medizin | Veterinärmedizin Medizin | Public Health | Pharmazie | Zahnmedizin Medizin, Gesundheitswesen Präventivmedizin, Gesundheitsförderung, Medizinisches Screening
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Non-Profit-Organisationen, Verbände
Weitere Infos & Material
Introduction.- Chapter 1 Segmentation in Social Marketing: Why we don’t do it as much as we should?.- Part I The segmentation process.- Chapter 2 Segmentation as one of the key benchmarks in Social Marketing.- Chapter 3 The Segmentation Process.- Chapter 4 An umbrella review of the use of segmentation in social marketing interventions.- Chapter 5 How segmentation improves social marketing’s Return on Investment (ROI).- Part II Segmentation methods.- Chapter 6 An overview of different segmentation methods.- Chapter 7 Innovative segmentation methods from commercial marketing for social marketing.- Chapter 8 Advances in segmentation practice.- Chapter 9 Segmentation using two-step cluster analysis.- Part III Segmentation in practice.- Chapter 10 Identity matters: REScue changes and their approach to segmentation.- Chapter 11 Forgetful attempters: Segmentation for the Be Sun Sound Campaign.- Chapter 12 Segmenting the market for safe sex: Fiesta and Kiss condoms.- Chapter 13 Nationwide physical activity campaign: segmenting the VERB market.- Conclusions.- Chapter 14 Why we need segmentation when designing behaviour change programs.