Segmentation in Social Marketing

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.