國立高雄大學圖資館 |

語系: 繁體中文

說明(常見問題)

圖資館首頁

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Segmentation in social marketingproc...

Dietrich, Timo.

Segmentation in social marketingprocess, methods and application /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Segmentation in social marketingedited by Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki.
其他題名:	process, methods and application /
其他作者:	Dietrich, Timo.
出版者:	Singapore :Springer Singapore :2017.
面頁冊數:	vi, 214 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Behavior modification.
電子資源:	http://dx.doi.org/10.1007/978-981-10-1835-0
ISBN:	9789811018350$q(electronic bk.)

Segmentation in social marketingprocess, methods and application /
Segmentation in social marketingprocess, methods and application /[electronic resource] :edited by Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki. - Singapore :Springer Singapore :2017. - vi, 214 p. :ill., digital ;24 cm.

Introduction -- Chapter 1 Segmentation in Social Marketing: Why we don't do it as much as we should? -- Part I The segmentation process -- Chapter 2 Segmentation as one of the key benchmarks in Social Marketing -- Chapter 3 The Segmentation Process -- Chapter 4 An umbrella review of the use of segmentation in social marketing interventions -- Chapter 5 How segmentation improves social marketing's Return on Investment (ROI) -- Part II Segmentation methods -- Chapter 6 An overview of different segmentation methods -- Chapter 7 Innovative segmentation methods from commercial marketing for social marketing -- Chapter 8 Advances in segmentation practice -- Chapter 9 Segmentation using two-step cluster analysis -- Part III Segmentation in practice -- Chapter 10 Identity matters: REScue changes and their approach to segmentation -- Chapter 11 Forgetful attempters: Segmentation for the Be Sun Sound Campaign -- Chapter 12 Segmenting the market for safe sex: Fiesta and Kiss condoms -- Chapter 13 Nationwide physical activity campaign: segmenting the VERB market -- Conclusions -- Chapter 14 Why we need segmentation when designing behaviour change programs.

This 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.

ISBN: 9789811018350$q(electronic bk.)

Standard No.: 10.1007/978-981-10-1835-0doiSubjects--Topical Terms:

180998
Behavior modification.

LC Class. No.: HF5414

Dewey Class. No.: 658.8

Segmentation in social marketingprocess, methods and application /
LDR:02948nmm a2200313 a 4500 001 507762
003 DE-He213
005 20161021081518.0
006 m d
007 cr nn 008maaau
008 171031s2017 si s 0 eng d
020 $a 9789811018350$q(electronic bk.)
020 $a 9789811018336$q(paper)
024 7 $a 10.1007/978-981-10-1835-0 $2 doi
035 $a 978-981-10-1835-0
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5414
072 7 $a KJSM $2 bicssc
072 7 $a BUS043060 $2 bisacsh
082 0 4 $a 658.8 $2 23
090 $a HF5414 $b .S454 2016
245 0 0 $a Segmentation in social marketing $h [electronic resource] : $b process, methods and application / $c edited by Timo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki.
260 $a Singapore : $b Springer Singapore : $b Imprint: Springer, $c 2017.
300 $a vi, 214 p. : $b ill., digital ; $c 24 cm.
505 0 $a Introduction -- Chapter 1 Segmentation in Social Marketing: Why we don't do it as much as we should? -- Part I The segmentation process -- Chapter 2 Segmentation as one of the key benchmarks in Social Marketing -- Chapter 3 The Segmentation Process -- Chapter 4 An umbrella review of the use of segmentation in social marketing interventions -- Chapter 5 How segmentation improves social marketing's Return on Investment (ROI) -- Part II Segmentation methods -- Chapter 6 An overview of different segmentation methods -- Chapter 7 Innovative segmentation methods from commercial marketing for social marketing -- Chapter 8 Advances in segmentation practice -- Chapter 9 Segmentation using two-step cluster analysis -- Part III Segmentation in practice -- Chapter 10 Identity matters: REScue changes and their approach to segmentation -- Chapter 11 Forgetful attempters: Segmentation for the Be Sun Sound Campaign -- Chapter 12 Segmenting the market for safe sex: Fiesta and Kiss condoms -- Chapter 13 Nationwide physical activity campaign: segmenting the VERB market -- Conclusions -- Chapter 14 Why we need segmentation when designing behaviour change programs.
520 $a This 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.
650 0 $a Behavior modification. $3 180998
650 0 $a Social marketing. $3 188081
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Market Research/Competitive Intelligence. $3 731061
650 2 4 $a Health Promotion and Disease Prevention. $3 274213
700 1 $a Dietrich, Timo. $3 770184
700 1 $a Rundle-Thiele, Sharyn. $3 770183
700 1 $a Kubacki, Krzysztof. $3 711114
710 2 $a SpringerLink (Online service) $3 273601
773 0 $t Springer eBooks
856 4 0 $u http://dx.doi.org/10.1007/978-981-10-1835-0
950 $a Business and Management (Springer-41169)