Segmentation in Social Marketing
Process, Methods and Application

Editors: Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki



Provides a single, comprehensive resource on the segmentation process in social marketing and innovative best-practice segmentation techniques

Addresses key behaviour change areas including food waste, volunteering, alcohol, sexual health, flu prevention, healthy eating, and active school travel

Case studies are provided throughout the book, offering practical examples of the methods discussed

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.

Table of contents (13 chapters)

Front Matter

Segmentation in Social Marketing: Why We Should Do It More Often that We Currently Do

Segmentation in Social Marketing
• Front Matter
• An Umbrella Review of the Use of Segmentation in Social Marketing Interventions
• The Importance of Segmentation in Social Marketing Strategy
• Changing Times for Social Marketing Segmentation
• How and Why Segmentation Improves ROI

Segmentation Process, Methods, and Application
• Front Matter
• Segmentation in Social Marketing: Five Steps to Success
• Methods in Segmentation
• Segmentation Using Two-Step Cluster Analysis

Segmentation in Practice
• Front Matter
• Increasing Civic Engagement Through Market Segmentation
• Segmenting Caregivers to Gain Insights for Social Marketing Program Design
• Young Adults and Alcohol: An Explorative Audience Segmentation Analysis
• Using Segmentation and Theory to Design Better Promotion and Prevention Campaigns: A RECYC-QUéBEC Case Study
• Why We Need Segmentation When Designing Social Marketing Programs