© 2017

Segmentation in Social Marketing

Process, Methods and Application

  • 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


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

About the editors

Timo Dietrich holds a joint position with Griffith University and The University of Queensland as a Postdoctoral Research Fellow. In his PhD he examined how segmentation and co-design could help improve intervention and service design solutions. Since then he is passionately working on a range of projects that aim to use gamification to foster positive behaviour change. He has worked with industry partners such as AlcoCups, Bendigo Bank, Queensland Catholic Education Commission, Queensland Police Service, Mater Hospital, Southern Cross University, Organ and Tissue Authority Committee, and UNICEF.

Sharyn Rundle-Thiele leads Social Marketing at Griffith University and is Editor of the Journal of Social Marketing. Her research focuses on behaviour change and she currently serves as an advisor on a diverse range of social marketing projects. Her current projects include changing adolescent attitudes towards drinking alcohol, and increasing healthy eating and physical activity to combat obesity.

Krzysztof Kubacki is Associate Professor in Marketing at Griffith University. Woven throughout his research is an interest in the relationship between social marketing and consumer culture, with his most recent work focusing on physical activity among adults and children and alcohol consumption among young people.

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods