Overview
- Provides upper undergraduate/graduate students with the tools necessary to understand the effective application of social marketing, followed by a collection of 24 real-world social marketing case studies from different countries and regions around the world
- Assists students in making the leap from classroom social marketing theory to application in real-world settings
- Features SWOT analysis, marketing strategies, campaign objectives, future directions and discussions questions in each case
- Features a teaching guide online for download that provides instructors with answers to discussion questions, suggestions for activities inside and outside of the classroom and suggestions for further reading and other resources
- Features social marketing cases on social welfare, health, the environment and education
- Request lecturer material: sn.pub/lecturer-material
Part of the book series: Springer Texts in Business and Economics (STBE)
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Table of contents (30 chapters)
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Front Matter
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Understanding Social Marketing
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Front Matter
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Social Marketing Cases: Social Welfare
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Front Matter
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Social Marketing Cases: Health
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Front Matter
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Keywords
About this book
This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change.
This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters:
• Upstream vs. downstream social marketing, SWOT, competition• Fundamentals of social marketing, ethics
• Formative and Evaluative Research
• Theories applied in social marketing
• A historical perspective on social marketing
Part II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes:
• Background • Positioning
• SWOT • Research
• Objectives • The 4 P’s
• Target audience • Evaluation
• Barriers and benefits • Discussion
• Competition
This format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assistprofessors in teaching from this book.Editors and Affiliations
About the editors
Debra Z. Basil is a Professor of Marketing in the Dhillon School of Business at the University of Lethbridge, Canada. She is co-founder and current Director of the Institute for Consumer and Social Wellbeing. Debra has a PhD in Marketing from the University of Colorado at Boulder, USA, and a BBA in Business with a Marketing Concentration from the University of Washington, USA. She conducts research at the nexus of consumer and corporate wellbeing. Much of her work focuses on cause-related marketing, nonprofit organizations, and consumer response to corporate social responsibility.
Gonzalo Díaz-Meneses has a Ph.D. in Economy (ULPGC), an MBA (UB-EAE), an MSC in Market Research (UNED), a Diploma in statistics (UNED), a degree in Sociology & Politics (UCM), and a degree in Geography and History (UCM). He is a devoted lecturer of marketing, consumer behaviour, and market research for tourism at the University of Las Palmas de Gran Canaria, in Spain. He has publishedmore than 30 papers on the fields of social marketing, environmental issues, and tourism. He is the executive secretary of the International Association on Public and Non-Profit Marketing Association.
Michael (Mike) Basil is a Professor at the University of Lethbridge in Alberta Canada. He received his PhD from Stanford University. Mike’s research has been primarily in advertising, celebrity effects, and social marketing. He has worked with Porter Novelli and the U.S. Centers for Disease Control and Prevention on the topics of alcohol, tobacco and food choice. Most recently Mike has become interested in the role of experiences in enriching people's lives, including fine dining, travel, and recreational activities.Bibliographic Information
Book Title: Social Marketing in Action
Book Subtitle: Cases from Around the World
Editors: Debra Z. Basil, Gonzalo Diaz-Meneses, Michael D. Basil
Series Title: Springer Texts in Business and Economics
DOI: https://doi.org/10.1007/978-3-030-13020-6
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Nature Switzerland AG 2019
Hardcover ISBN: 978-3-030-13019-0Published: 06 June 2019
eBook ISBN: 978-3-030-13020-6Published: 24 May 2019
Series ISSN: 2192-4333
Series E-ISSN: 2192-4341
Edition Number: 1
Number of Pages: XXIX, 462
Number of Illustrations: 3 b/w illustrations, 71 illustrations in colour
Topics: Consumer Behavior, Market Research/Competitive Intelligence, Management Education