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Management for Professionals

Case Studies on Social Marketing

A Global Perspective

Editors: Galan-Ladero, M. Mercedes, Alves, Helena (Eds.)

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  • Presents up-to-date case studies in practical applications of social marketing theory
  • Provides international and multicultural case evidences on social marketing
  • Highlights the importance corporate social marketing and their implementation in companies
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eBook $59.99
price for USA in USD (gross)
  • ISBN 978-3-030-04843-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $79.99
price for USA in USD
  • ISBN 978-3-030-04842-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

Social marketing has become an indispensable tool for all types of organizations worldwide. This book presents high-quality cases on the development, implementation, and analysis of different social marketing campaigns that have been created by non-governmental organizations, public administrations, and even businesses. The respective cases reflect the fact that, although social marketing was initially employed by public administrations and NGOs, the number of campaigns developed by all type of organizations, including businesses, is on the rise; in fact, Corporate Social Marketing is now considered to be one of the main CSR initiatives at businesses around the globe.
Pursuing an international approach, the cases in the book explore social marketing practices from a diverse set of countries and cultures around the world.



About the authors

M. Mercedes Galán-Ladero is an Associate Professor (Prof. Contratado Doctor) in the Department of Business Management and Sociology, at the University of Extremadura (Spain), where she teaches Marketing courses. She is currently engaged in innovative research in the areas of cause-related marketing and CSR, as well as ethnocentrism, local food products and their internationalization. 
Helena M. Alves is an Associate Professor in the Department of Business and Economics, University of Beira Interior (Portugal), where she teaches Graduate, Master and Doctoral levels. She is a researcher at the Centre for Research in Business Sciences. Her areas of expertise are: Services Marketing, Educational Marketing, Student Satisfaction, Public Marketing, and Relationship Marketing. She is the Editor-in-Chief of the journal 'International Review on Public and Nonprofit Marketing' published by Springer.

Table of contents (21 chapters)

Table of contents (21 chapters)
  • Theoretical Background: Introduction to Social Marketing

    Pages 1-10

    Alves, Helena M. (et al.)

  • Greenpeace: The Threat of the Dark Side of Volkswagen

    Pages 13-23

    Chamorro-Mera, Antonio

  • Plan of Action Against the Fire: Educational Programme “Bombi, the Firefighter”

    Pages 25-36

    Bianchi, Enrique (et al.)

  • Greenpeace’s Detox Campaign: Towards a More Sustainable Textile Industry

    Pages 37-47

    Ortega-Egea, José Manuel (et al.)

  • Going Beyond Downstream Social Marketing: The Case of “Jamie’s Food Revolution”

    Pages 51-60

    Montero-Simó, María José (et al.)

Buy this book

eBook $59.99
price for USA in USD (gross)
  • ISBN 978-3-030-04843-3
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $79.99
price for USA in USD
  • ISBN 978-3-030-04842-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Case Studies on Social Marketing
Book Subtitle
A Global Perspective
Editors
  • M. Mercedes Galan-Ladero
  • Helena Alves
Series Title
Management for Professionals
Copyright
2019
Publisher
Springer International Publishing
Copyright Holder
Springer Nature Switzerland AG
eBook ISBN
978-3-030-04843-3
DOI
10.1007/978-3-030-04843-3
Hardcover ISBN
978-3-030-04842-6
Series ISSN
2192-8096
Edition Number
1
Number of Pages
XIII, 252
Number of Illustrations
35 b/w illustrations
Topics