Segmentation in Social Marketing

Process, Methods and Application

  • Timo Dietrich
  • Sharyn Rundle-Thiele
  • Krzysztof Kubacki

Table of contents

  1. Front Matter
    Pages i-vi
  2. Krzysztof Kubacki, Timo Dietrich, Sharyn Rundle-Thiele
    Pages 1-6
  3. Segmentation in Social Marketing

    1. Front Matter
      Pages 7-7
    2. Krzysztof Kubacki, Sharyn Rundle-Thiele, Bo Pang, Julia Carins, Joy Parkinson, Haruka Fujihira et al.
      Pages 9-23
    3. Nancy R. Lee
      Pages 61-74
  4. Segmentation Process, Methods, and Application

    1. Front Matter
      Pages 75-75
    2. Sara Dolnicar, Bettina Grün
      Pages 93-107
    3. Aaron Tkaczynski
      Pages 109-125
  5. Segmentation in Practice

    1. Front Matter
      Pages 127-127
    2. Melanie Randle, Sara Dolnicar
      Pages 129-142
    3. Francisco Crespo Casado, Sharyn Rundle-Thiele, Timo Dietrich
      Pages 143-159
    4. Jolanda Mathijssen, Sandra Kuiper, Meriam Janssen
      Pages 161-177
    5. Maxime Boivin, Emmanuelle Gagné, Valériane Champagne Saint-Arnaud
      Pages 179-195
    6. Sharyn Rundle-Thiele, Timo Dietrich, Krzysztof Kubacki
      Pages 197-214

About this book


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.


Behavior Change Case Study Method Consumer Behavior Experimental Research Intervention Design Market Research Market Segmentation Market Segmentation Process Market Targeting Marketing Ethics Marketing Mix Marketing Strategy Product Positioning Public Health Research Methods Segmentation Targeting Positioning Process Social Marketing Social Marketing Benchmark Criteria Social Marketing Program Design Two-step Cluster Analysis

Editors and affiliations

  • Timo Dietrich
    • 1
  • Sharyn Rundle-Thiele
    • 2
  • Krzysztof Kubacki
    • 3
  1. 1.Griffith UniversityBrisbaneAustralia
  2. 2.Griffith UniversityBrisbaneAustralia
  3. 3.Griffith UniversityBrisbaneAustralia

Bibliographic information

  • DOI
  • Copyright Information Springer Science+Business Media Singapore 2017
  • Publisher Name Springer, Singapore
  • eBook Packages Business and Management
  • Print ISBN 978-981-10-1833-6
  • Online ISBN 978-981-10-1835-0
  • Buy this book on publisher's site
Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods