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Segmentation in Social Marketing: Process, Methods and Application |
Timo Dietrich; Sharyn Rundle-Thiele; Krzysztof Kubacki
Springer Nature Singapore
Segmentation in Social Marketing: Process, Methods and Application
How and Why Segmentation Improves ROI
Authors

Nancy R. Lee

ARI Id

1674219890894_3559928

Access

Not Available Free

Pages

61-74

DOI

10.1007/978-981-10-1835-0_5

Chapter URL

https://rd.springer.com/chapter/10.1007/978-981-10-1835-0_5

Table of Contents of Book
Showing 1 to 17 of 17 entries
Chapters/HeadingsAuthor(s)PagesInfo
Front Matter
i-vi
Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do
Krzysztof Kubacki; Timo Dietrich; Sharyn Rundle-Thiele
1-6
Front Matter
7-7
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 et al.
9-23
The Importance of Segmentation in Social Marketing Strategy
Jeff French
25-40
Changing Times for Social Marketing Segmentation
Sally Dibb
41-59
How and Why Segmentation Improves ROI
Nancy R. Lee
61-74
Front Matter
75-75
Segmentation in Social Marketing: Five Steps to Success
Timo Dietrich
77-92
Methods in Segmentation
Sara Dolnicar; Bettina Grün
93-107
Segmentation Using Two-Step Cluster Analysis
Aaron Tkaczynski
109-125
Front Matter
127-127
Increasing Civic Engagement Through Market Segmentation
Melanie Randle; Sara Dolnicar
129-142
Segmenting Caregivers to Gain Insights for Social Marketing Program Design
Francisco Crespo Casado; Sharyn Rundle-Thiele; Timo Dietrich
143-159
Young Adults and Alcohol: An Explorative Audience Segmentation Analysis
Jolanda Mathijssen; Sandra Kuiper; Meriam Janssen
161-177
Using Segmentation and Theory to Design Better Promotion and Prevention Campaigns: A RECYC-QUÉBEC Case Study
Maxime Boivin; Emmanuelle Gagné; Valériane Champagne Saint-Arnaud
179-195
Why We Need Segmentation When Designing Social Marketing Programs
Sharyn Rundle-Thiele; Timo Dietrich; Krzysztof Kubacki
197-214
Chapters/HeadingsAuthor(s)PagesInfo
Showing 1 to 17 of 17 entries
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