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.
