Segmentation in Social Marketing

Transcription

1 Segmentation in Social Marketing

2 Timo Dietrich Sharyn Rundle-Thiele Krzysztof Kubacki Editors Segmentation in Social Marketing Process, Methods and Application 123

3 Editors Timo Dietrich Krzysztof Kubacki Sharyn Rundle-Thiele ISBN ISBN (ebook) DOI / Library of Congress Control Number: Springer Science+Business Media Singapore 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #22-06/08 Gateway East, Singapore , Singapore

4 Contents Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do Krzysztof Kubacki, Timo Dietrich and Sharyn Rundle-Thiele Part I Segmentation in Social Marketing An Umbrella Review of the Use of Segmentation in Social Marketing Interventions... 9 Krzysztof Kubacki, Sharyn Rundle-Thiele, Bo Pang, Julia Carins, Joy Parkinson, Haruka Fujihira and Rimante Ronto The Importance of Segmentation in Social Marketing Strategy Jeff French Changing Times for Social Marketing Segmentation Sally Dibb How and Why Segmentation Improves ROI Nancy R. Lee Part II Segmentation Process, Methods, and Application Segmentation in Social Marketing: Five Steps to Success Timo Dietrich Methods in Segmentation Sara Dolnicar and Bettina Grün Segmentation Using Two-Step Cluster Analysis Aaron Tkaczynski Part III Segmentation in Practice Increasing Civic Engagement Through Market Segmentation Melanie Randle and Sara Dolnicar v

5 vi Contents Segmenting Caregivers to Gain Insights for Social Marketing Program Design Francisco Crespo Casado, Sharyn Rundle-Thiele and Timo Dietrich Young Adults and Alcohol: An Explorative Audience Segmentation Analysis Jolanda Mathijssen, Sandra Kuiper and Meriam Janssen Using Segmentation and Theory to Design Better Promotion and Prevention Campaigns: A RECYC-QUÉBEC Case Study Maxime Boivin, Emmanuelle Gagné and Valériane Champagne Saint-Arnaud Why We Need Segmentation When Designing Social Marketing Programs Sharyn Rundle-Thiele, Timo Dietrich and Krzysztof Kubacki