The assumption underpinning use of the market segmentation process is the belief that consumers have different wants which cannot be satisfied by a single one-size-fits-all marketing program. In this book we show that market segmentation is a crucial element of social marketing. This chapter serves as an introduction to the book and provides an overview of its main parts. In the first part-Segmentation in Social Marketing-we have four chapters reviewing the current state of knowledge on the use of segmentation in social marketing and we place market segmentation’s role within a wider social marketing context. In the second part- Segmentation process, methods, and application-in three chapters we introduce a five-step segmentation process for social marketing programs, describe different approaches to segmentation, and provide key resources for social marketers seeking to employ the methods described. And in the final part-Segmentation in practice -we have four chapters presenting different case studies detailing how segments have been derived in social marketing in a broad range of contexts including healthy lunches, alcohol and adolescents, and recycling.
CITATION STYLE
Kubacki, K., Dietrich, T., & Rundle-Thiele, S. (2016). Segmentation in social marketing: Why we should do it more often that we currently do. In Segmentation in Social Marketing: Process, Methods and Application (pp. 1–6). Springer Singapore. https://doi.org/10.1007/978-981-10-1835-0_1
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