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000777767 0247_ $$a10.1007/978-981-10-1835-0$$2doi
000777767 035__ $$aSP(OCoLC)ocn962018518
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000777767 050_4 $$aHF5414$$b.K67 2016
000777767 08204 $$a658.8$$223
000777767 24500 $$aSegmentation in social marketing :$$bprocess, methods and application /$$cedited by Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki.
000777767 264_1 $$aSingapore :$$bSpringer,$$c2017.
000777767 300__ $$a1 online resource
000777767 336__ $$atext$$btxt$$2rdacontent
000777767 337__ $$acomputer$$bc$$2rdamedia
000777767 338__ $$aonline resource$$bcr$$2rdacarrier
000777767 347__ $$atext file$$bPDF$$2rda
000777767 504__ $$aIncludes bibliographical references.
000777767 5050_ $$a1 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.
000777767 5058_ $$aTo Segment or not to Segment? that Is the QuestionThe Importance of Segmentation in the Development and Evaluation of Social Marketing; Why Do Many Social Marketing Programs not Invest in Segmentation?; The Future of Segmentation in Social Marketing Programs; Conclusion; References; 4 Changing Times for Social Marketing Segmentation; Abstract; Introduction; Market Segmentation Basics; Social Marketing Segmentation Lags Behind; Social Marketing Segmentation in Practice; Adapting Commercial Approaches: A Targeting Tool for Social Marketers; Social Marketing in a Period of Technological Change.
000777767 5058_ $$aConclusionReferences; 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.
000777767 5058_ $$aSegmentation and Its Application in Social MarketingThe Five-Step Segmentation Process; The Blurred Minds Social Marketing Program-Gamifying Alcohol Education; Conclusion; References; 7 Methods in Segmentation; Abstract; Introduction; Collecting Suitable Data; Extracting Segments; Selecting Suitable Segmentation Solutions; Profiling Segments; Selecting the Target Segment; Conclusion; Acknowledgments; References; 8 Segmentation Using Two-Step Cluster Analysis; Abstract; Introduction; TwoStep Clustering Procedure; TwoStep Cluster Validation; TwoStep Cluster Analysis: An Alternative Solution.
000777767 5058_ $$aSocial 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.
000777767 506__ $$aAccess limited to authorized users.
000777767 520__ $$aThis 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.
000777767 588__ $$aOnline resource; title from PDF title page (viewed November 11, 2016).
000777767 650_0 $$aSocial marketing.
000777767 650_0 $$aBehavior modification.
000777767 7001_ $$aDietrich, Timo,$$eeditor.
000777767 7001_ $$aRundle-Thiele, Sharyn,$$eeditor.
000777767 7001_ $$aKubacki, Krzysztof,$$eeditor.
000777767 77608 $$iPrint version:$$tSegmentation in social marketing.$$dSingapore : Springer, 2017$$z9811018332$$z9789811018336$$w(OCoLC)951643472
000777767 852__ $$bebk
000777767 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-981-10-1835-0$$zOnline Access$$91397441.1
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