Segmentation In Social Marketing

Author : Timo Dietrich,Sharyn Rundle-Thiele,Krzysztof Kubacki
Publisher : Springer
Page : 214 pages
File Size : 49,8 Mb
Release : 2016-10-21
Category : Business & Economics
ISBN : 9789811018350

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Segmentation in Social Marketing by Timo Dietrich,Sharyn Rundle-Thiele,Krzysztof Kubacki Pdf

This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social marketing program design. It presents a variety of segmentation approaches alongside case studies of their application in various social marketing contexts. The book extends the use of segmentation in social marketing, which will ultimately lead to more effective and better-tailored programs that deliver change for the better. As such, it offers a detailed handbook on how to conduct state-of-the-art segmentation, and provides a valuable resource for academics, social marketers, educators, and advanced students alike.

Author : Anonim
Publisher : Unknown
Page : 128 pages
File Size : 55,5 Mb
Release : 2017
Category : Electronic book
ISBN : OCLC:1066459630

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Segmentation in Social Marketing by Anonim Pdf

Author : Nedra Kline Weinreich
Publisher : SAGE Publications
Page : 329 pages
File Size : 53,8 Mb
Release : 2010-10-12
Category : Business & Economics
ISBN : 9781412953696

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Hands-On Social Marketing by Nedra Kline Weinreich Pdf

This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra Kline Weinreich starts by introducing the concept of social marketing and then walks the reader through each of the six steps of the process: analysis, strategy development, program and communication design, pretesting, implementation, and evaluation and feedback. The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.

Author : Sara Dolnicar,Bettina Grün,Friedrich Leisch
Publisher : Springer
Page : 332 pages
File Size : 50,5 Mb
Release : 2018-07-20
Category : Business & Economics
ISBN : 9789811088186

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Market Segmentation Analysis by Sara Dolnicar,Bettina Grün,Friedrich Leisch Pdf

This book is published open access under a CC BY 4.0 license. This open access book offers something for everyone working with market segmentation: practical guidance for users of market segmentation solutions; organisational guidance on implementation issues; guidance for market researchers in charge of collecting suitable data; and guidance for data analysts with respect to the technical and statistical aspects of market segmentation analysis. Even market segmentation experts will find something new, including an approach to exploring data structure and choosing a suitable number of market segments, and a vast array of useful visualisation techniques that make interpretation of market segments and selection of target segments easier. The book talks the reader through every single step, every single potential pitfall, and every single decision that needs to be made to ensure market segmentation analysis is conducted as well as possible. All calculations are accompanied not only with a detailed explanation, but also with R code that allows readers to replicate any aspect of what is being covered in the book using R, the open-source environment for statistical computing and graphics.

Author : Nedra Kline Weinreich
Publisher : SAGE
Page : 302 pages
File Size : 51,6 Mb
Release : 1999-06-14
Category : Business & Economics
ISBN : 0761908676

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Hands-On Social Marketing by Nedra Kline Weinreich Pdf

This book demystifies the process of developing and implementing a social marketing campaign. The author translates the concepts of marketing into a clear, step-by-step process that almost anyone can follow. It will be indispensable to practitioners in the fields of public health, social services, and health care communications.

Author : Alan R. Andreasen
Publisher : SAGE
Page : 284 pages
File Size : 50,9 Mb
Release : 2006
Category : Business & Economics
ISBN : 1412916348

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Social Marketing in the 21st Century by Alan R. Andreasen Pdf

This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach to social and behavioral change through social marketing. It could be used with a number of courses and disciplines. The level of detail, use of various sources and the variety of examples make it appropriate for graduate level studies. It can also serve the social marketing or behavior change practitioner who wishes to enhance or expand his or her field of practice to include "upstream" approaches. - Written by a highly regarded academic in the Social Marketing community. - Encourages Social Marketers to think beyond the "downstream" market of individuals whose behavior they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes. - Utilizes and synthesizes a number of different strands of scholarship (the evolution of social problems, the science of framing, the process of social change, social marketing history and elements, etc.)

Author : Marvin E. Goldberg,Martin Fishbein,Susan E. Middlestadt
Publisher : Psychology Press
Page : 463 pages
File Size : 44,6 Mb
Release : 2018-07-06
Category : Business & Economics
ISBN : 9781317778608

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Social Marketing by Marvin E. Goldberg,Martin Fishbein,Susan E. Middlestadt Pdf

Social Marketing: marketing in the service of societal problems. Does this approach represent dangerous social engineering, or is it the best hope we have to treat what are often regarded as intransigent problems? For both academics and practitioners involved with social marketing, the domain remains in its infancy. Programs and approaches are being developed and implemented by practitioners; academics are defining "what it is," "where it comes from," and "where it is going." This book incorporates many of the presentations made at the "Role of Advertising in Social Marketing" Conference sponsored by the Society for Consumer Psychology. Professionals from academia, government, and non-government organizations address a highly diverse and interesting set of societal concerns ranging from organ donation to violence in sports, from efforts to promote safe sex and family planning to better understand cigarette smokers and their perceptions. Are marketing's "four Ps"--product, price, place, and promotion--enough to help solve these problems, or does social marketing at the end of the 1990s need to call on other Ps, such as political persuasion? This volume thoughtfully addresses theoretical and empirical issues challenging academics and practitioners alike to find out how to borrow the best of marketing for application in social marketing.

Author : Michel Wedel,Wagner A. Kamakura
Publisher : Springer Science & Business Media
Page : 387 pages
File Size : 44,6 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9781461546511

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Market Segmentation by Michel Wedel,Wagner A. Kamakura Pdf

Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.

Author : Christian A. Klöckner
Publisher : Springer
Page : 271 pages
File Size : 52,5 Mb
Release : 2015-06-30
Category : Social Science
ISBN : 9781137348326

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The Psychology of Pro-Environmental Communication by Christian A. Klöckner Pdf

The environment is part of everyone's life but there are difficulties in communicating complex environmental problems, such as climate change, to a lay audience. In this book Klöckner defines environmental communication, providing a comprehensive and up-to-date analysis of the issues involved in encouraging pro-environmental behaviour.

Author : Rob Donovan,Nadine Henley
Publisher : Cambridge University Press
Page : 525 pages
File Size : 54,6 Mb
Release : 2010-10-28
Category : Business & Economics
ISBN : 9781139492263

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Principles and Practice of Social Marketing by Rob Donovan,Nadine Henley Pdf

This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.

Author : Seymour H. Fine
Publisher : Allyn & Bacon
Page : 392 pages
File Size : 42,7 Mb
Release : 1990
Category : Business & Economics
ISBN : UOM:39015016973912

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Social Marketing by Seymour H. Fine Pdf

Describes how marketing techniques can be used to promote enlightened social concepts.

Author : Hong Cheng,Philip Kotler,Nancy Lee
Publisher : Jones & Bartlett Learning
Page : 451 pages
File Size : 53,7 Mb
Release : 2011
Category : Business & Economics
ISBN : 9780763757977

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Social Marketing for Public Health by Hong Cheng,Philip Kotler,Nancy Lee Pdf

Social Marketing for Public Health: Global Trends and Success Stories explores how traditional marketing principles and techniques are being used to increase the effectiveness of public health programs-around the world. While addressing the global issues and trends in social marketing, the book highlights successful health behavior change campaigns launched by governments, by a combination of governments, NGOs, and businesses, or by citizens themselves in 15 countries of five continents. Each chapter examines a unique, current success story, ranging from anti-smoking campaigns to HIV-AIDS prev

Author : Theodore Alter,Paul Martin,Don Hine,Tanya Howard
Publisher : CSIRO PUBLISHING
Page : 289 pages
File Size : 55,7 Mb
Release : 2019-06-01
Category : Science
ISBN : 9781486308880

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Community-based Control of Invasive Species by Theodore Alter,Paul Martin,Don Hine,Tanya Howard Pdf

Invasive species are among the greatest challenges to environmental sustainability and agricultural productivity in the world. One of the most promising approaches to managing invasive species is voluntary citizen stewardship. However, in order for control measures to be effective, private citizens often need to make sustained and sometimes burdensome commitments. Community-Based Control of Invasive Species is based on five years of research by leading scholars in natural resource and human behavioural sciences, which involved government and citizen groups in Australia and the United States. It examines questions including, 'how can citizens be engaged in voluntarily managing invasive species?', 'what communication strategies will ensure good motivation and coordination?' and 'how can governing bodies support citizens in their efforts?'. With chapters on institutional frameworks, changing governance, systems thinking, organisational learning, engagement, communication and behavioural change, this book will be a valuable reference for researchers and practitioners involved in natural resources management.

Author : Jeff French,Ross Gordon
Publisher : SAGE
Page : 449 pages
File Size : 54,7 Mb
Release : 2015-01-31
Category : Business & Economics
ISBN : 9781473927674

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Strategic Social Marketing by Jeff French,Ross Gordon Pdf

This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. ′For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy.’ Dan Metcalfe, Deputy Director - Marketing, Public Health England, UK Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems. The authors present social marketing principles in a strategic, critical and reflexive way to help engender social good via the effectiveness and efficiency of social programmes in areas such as Health, Environment, Governance and Public Policy. In illustrating how it can be applied, the text places Strategic Social Marketing in a global context, giving examples and case studies from around the world. Set into a clear structure it: Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good Moves on to the nature and application of social marketing, rethinking traditional concepts such as ‘value’ and ‘exchange’ in the social context Lays out the ‘how to’ so you can create fully realised strategy, plans, frameworks and tactics to influence behaviours. Visit the Strategic Social Marketing Website - Featuring free resources for marketing students and lecturers.

Author : Lawrence J. Gitman,Carl Mcdaniel,Amit Shah
Publisher : Unknown
Page : 0 pages
File Size : 53,6 Mb
Release : 2023-05-19
Category : Electronic
ISBN : 1998109313

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Introduction to Business by Lawrence J. Gitman,Carl Mcdaniel,Amit Shah Pdf