Best Practices in Marketing and their Impact on Quality of Life

1. Front Matter

   Pages i-xiv

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2. Theoretical Note and Summaries

   1. Front Matter

      Pages 1-1

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   2. Quality-of-Life Marketing: An Introduction to the Topic

      • Helena Alves, José Luis Vázquez

      Pages 3-15

3. Cases

   1. Front Matter

      Pages 17-17

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   2. Case 1: The Alliance for Appalachia

      • Walter Wymer

      Pages 19-32

   3. Case 2: Stakeholders’ Reactions to an Upstream Intervention to Improve Children’s Diets

      • Simone Pettigrew, Melanie Pescud

      Pages 33-43

   4. Case 3: Marketing Strategy of Museums: The Case of the New Acropolis Museum in Athens, Greece

      • Rodoula H. Tsiotsou, Eleni P. Mavragani

      Pages 45-62

   5. Case 4: Communicating Town

      • Anna Vaňová, Alica Božíková, Miroslav Foret

      Pages 63-78

   6. Case 5: Get Your Life into Gear

      • Sinead Duane, Christine Domegan

      Pages 79-101

   7. Case 6: Development of a Marketing Strategy for German Minority Association in Croatia

      • Mirna Leko Šimić, Renata Trischler

      Pages 103-117

   8. Case 7: Place Marketing and Residents’ Perceptions of Improvements on Quality of Life

      • Helena Alves, José Luis Vázquez

      Pages 119-134

   9. Case 8: Relationship Marketing in the Local Authority

      • Katarína Petríková, Anna Vaňová

      Pages 135-153

   10. Case 9: The Role of Health Marketing in Educating the Demand for the Public Hospital Emergency Services

       • Juan Miguel Rey-Pino

       Pages 155-176

   11. Case 10: Hagar: From Darkness to Hope in Cambodia

       • Coralie Nancarrow, Dave Webb, Rebecca Larsen, Sean Wrigley

       Pages 177-192

   12. Case 11: Increasing Organ Donation: The Case for Social Marketing

       • Maurice Murphy, Ronan O’ Sullivan

       Pages 193-207

   13. Case 12: How a Municipality Can Serve the Elderly Public: The Case of the Ages Space (ESPAÇO DAS IDADES)

       • Arminda do Paço

       Pages 209-218

   14. Case 13: Preventing Diabetes-Related Amputations

       • Jessica Price

       Pages 219-229

   15. Case 14: Qimaavik Women’s Shelter

       • Anne M. Lavack

       Pages 231-240

   16. Case 15: Improving Employees’ Quality of Life

       • M. Isabel Sánchez-Hernández, María Purificación García-Miguélez

       Pages 241-254

4. Back Matter

   Pages 255-260

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This book is based on the premise that marketing is central to understanding and advancing companies, businesses, countries, major economic areas and every-day problems. It opposes the view held by some social scientists that the positive effects of marketing in a society are a product of capitalist enterprises and that marketing involves excessive exploitation and is a tool for creating and maintaining their power structures. To illustrate its point, the book examines successful marketing practices with implications for consumers’ quality of life. Its compilation of cases from all over the world provides a unique and concise review of best practices in marketing and their impact on QOL. Each case in the book presents a specific social problem and discusses details of the marketing strategy adopted to resolve it, as well as the results obtained both for society at large and in terms of the citizens’ quality of life. In addition, each case addresses the theoretical background of thespecific area of marketing used in the case.

• Best practices on marketing
• Case studies on marketing
• Communication Studies in Slovakia
• Health Marketing in Public Hospitals
• Improvement of Quality of Life in Portugal
• Improving employees' Quality of Life
• Marketing Perceptions of improvement on Quality of Life
• Marketing Strategy for German Minority
• Marketing Strategy of Museums in Greece
• Marketing in the Local Authority
• Organ Donation in Ireland
• Service Dominant Logic in Cambodia

• , Department of Business and Economics, University of Beira Interior, Covilhã, Portugal

  Helena Alves

• University of León, Leon, Spain

  José Luis Vázquez

Helena Alves is assistant professor at the University of Beira Interior, Portugal. She has a PhD in Management and she has been doing research in the area of public and nonprofit marketing. Currently she is editor of the International Review on Public and nonprofit marketing. She Is member of several editorial boards, namely of The service Industries Journal, of the Journal of Business Excellence, of the International Entrepreneurship and Management Journal, and of the Journal of Service Science and Management. She has published some articles in The Service Industries Journal, Total Quality Management, International Review on Public and non-Profit Marketing, Management Decision, Journal of Educational Management, and Services Business, among others, and has authored and co-authored some book chapters.

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