Chapter

Generating ‘insight’ and building segmentations – moving beyond simple targeting

Dominic McVey and Lynne Walsh

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199550692.003.07
 Generating ‘insight’ and building segmentations – moving beyond simple targeting

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This chapter explores one of the most important theoretical principles of social marketing: the rationale and importance of segmenting target audiences and how this can be done. It introduces the concepts of ‘insight’ and ‘segmentation’; gives an overview of how to generate insight; provides an understanding of the importance of segmentation to social marketing initiatives; and uses case studies to demonstrate what can be achieved by social marketing when insight and segmentation theory are put into practice.

Keywords: social marketing; segmentation theory; target audiences; insight

Chapter.  11369 words.  Illustrated.

Subjects: Public Health and Epidemiology

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