Segmentation in Social Marketing ― Process, Methods and Application

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.

Timo Dietrich is a Research Fellow at Griffith University. His early research interest centered on formative research involving segmentation and co-creation and led to new social marketing programs targeting adolescents to change their attitudes and behaviors towards binge drinking. In addition to alcohol intervention projects, he is also focused on public health, and assisting young people to make better financial decisions.