Segmentation in Social Marketing : Methods and Approaches

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Segmentation in Social Marketing : Methods and Approaches

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http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4722658

Title remainder

Methods and Approaches

Instantiates

• Segmentation in Social Marketing : Methods and Approaches

Publication

• Singapore, Springer, 2016

Copyright

• ©2017

Carrier category

online resource

Carrier category code

cr

Carrier MARC source

rdacarrier

Color

multicolored

Content category

text

Content type code

txt

Content type MARC source

rdacontent

Contents

• "Contents" -- "1 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" -- "To Segment or not to Segment? that Is the Question" -- "The 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" -- "Conclusion" -- "References" -- "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" -- "Segmentation and Its Application in Social Marketing" -- "The Five-Step Segmentation Process" -- "The Blurred Minds Social Marketing Programâ{u0080}{u0094}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" -- "Social Marketing and TwoStep Cluster Analysis: A Review" -- "Social 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" -- "Attracting Environmental Volunteers from a Specific Cultural Group" -- "Targeting Volunteers with Particular Motivations" -- "Increasing Foster Carers by Overcoming Barriers to Participation" -- "Conclusions" -- "Acknowledgments" -- "References" -- "10 Segmenting Caregivers to Gain Insights for Social Marketing Program Design" -- "Abstract" -- "Introduction" -- "Literature Review" -- "Method" -- "Results" -- "Discussion"
• "Limitations and Future Research" -- "Conclusion" -- "References" -- "11 Young Adults and Alcohol: An Explorative Audience Segmentation Analysis" -- "Abstract" -- "Background" -- "Methods" -- "Results" -- "Factor Analysis" -- "Latent Class Analysis" -- "Differences in Background Variables per Segment" -- "Alcohol Consumption" -- "Discussion" -- "Conclusion" -- "Acknowledgments" -- "References" -- "12 Using Segmentation and Theory to Design Better Promotion and Prevention Campaigns: A RECYC-QUÃ{u0089}BEC Case Study" -- "Abstract" -- "Background" -- "Study Overview" -- "RECYC-QUEBEC Study and Methodology" -- "Behaviour of Interest: Food Waste Composting" -- "Behaviour Change Pathway: The Theory of Planned Behaviour" -- "Results: Segmentation Through the Theory of Planned Behaviour" -- "Targeting and Positioning" -- "Limits of the RECYC-QUEBEC Study" -- "Global Recommendations" -- "Conclusion" -- "References" -- "13 Why We Need Segmentation When Designing Social Marketing Programs" -- "Abstract" -- "Are We Playing on the Same Field?" -- "Time to Get in the Game" -- "Whatâ{u0080}{u0099}s Good for the Goose Must Be Good for the Gander" -- "Embrace Marketing Thinking: Apply Segmentation" -- "Using Theory to Guide" -- "Simplifying the Presentation" -- "The Segmentation Process: A Way to Organise and Think About the Market" -- "Improving Our Technical Ability" -- "Optimising Outcomes: Maximising Financial Resources Through Targeted Thinking" -- "Conclusions"

Dimensions

unknown

Extent

1 online resource (210 pages)

Form of item

online

Isbn

9789811018350

Media category

computer

Media MARC source

rdamedia

Media type code

c

Sound

unknown sound

Specific material designation

remote