Case Studies on Social Marketing

1. Front Matter

   Pages i-xiii

   PDF

2. Theoretical Background: Introduction to Social Marketing

   • Helena M. Alves, M. Mercedes Galan-Ladero

   Pages 1-10

3. Social Marketing Cases: Environment

   1. Front Matter

      Pages 11-11

      PDF

   2. Greenpeace: The Threat of the Dark Side of Volkswagen

      • Antonio Chamorro-Mera

      Pages 13-23

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

      • Enrique Bianchi, Carolina Sánchez

      Pages 25-36

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

      • José Manuel Ortega-Egea, Nieves García-de-Frutos

      Pages 37-47

4. Social Marketing Cases: Public Health

   1. Front Matter

      Pages 49-49

      PDF

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

      • María José Montero-Simó, Rafael A. Araque-Padilla

      Pages 51-60

   3. How to Promote Blood Donation? The Case of the Blood Donor Association of Cantabria (Spain)

      • M. Mar. García-De los Salmones, Andrea Pérez

      Pages 61-72

   4. The Importance of Social Marketing in Global Health Emergencies: The Case of Zika Virus Infection

      • M. Mercedes Galan-Ladero, M. Angeles Galan-Ladero

      Pages 73-84

   5. Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal

      • Beatriz Casais, João F. Proença, Henrique Barros

      Pages 85-100

   6. Social Knowledge in Public Health: Case Study on Substantiating and Instrumenting the Social Marketing Campaigns in Romania

      • Ani Matei, Corina-Georgiana Antonovici

      Pages 101-111

   7. Vidyasagar Institute of Mental Health: Bringing People Together for a Cause

      • Deep Shree, Shiksha Kushwah, Mahim Sagar

      Pages 113-122

   8. How to Encourage the Consumption of Tap Water: A Case Study on Águas do Porto

      • Ana J. Almeida, Ana P. Ribeiro, Rute D. Martins, Marisa R. Ferreira, João F. Proença

      Pages 123-132

5. Social Marketing Cases: Society, Culture and Education

   1. Front Matter

      Pages 133-133

      PDF

   2. The Role of Social Marketing in a Controversial Cause: The Eradication of Child Marriage

      • Francisco I. Vega-Gomez, M. Mercedes Galan-Ladero

      Pages 135-148

   3. A Successful Festival for Kids in Győr

      • Ida Ercsey

      Pages 149-159

   4. Social Marketing for Social Innovation: The Employment Plan of the Spanish Red Cross as a Case Study

      • Marta Rey-García, Vanessa Mato-Santiso

      Pages 161-170

   5. The Role of Civil Society Organizations in Social Innovation as an Example of the New Social Marketing

      • Begoña Álvarez-García, Luis Ignacio Álvarez-González, Marta Rey-García, Noelia Salido-Andrés, María José Sanzo-Pérez

      Pages 171-181

   6. The Social Role of Awareness Campaigns on Consumer Protection: An Extension of the Social Marketing Area

      • Ani Matei, Carmen Săvulescu

      Pages 183-192

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.

• Marketing social ideas
• Case studies for nonprofits
• Marketing techniques for social entrepreneurs
• Marketing reinforcement strategy
• Marketing induction strategy
• Marketing rationalization strategy
• Corporate social marketing
• Creating social marketing campaigns
• Social marketing mix
• corporate social responsibility

• University of Extremadura, Badajoz, Spain

  M. Mercedes Galan-Ladero

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

  Helena M. Alves

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.

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