Electronic Resource

Social Marketing in Action: Cases from Around the World

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his 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

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Availability

Detail Information

Series Title

Springer Texts in Business and Economics

Call Number

658.8 BAS s

Publisher

Switzerland : Springer International Publishing., 2019

Collation

474 halaman

Language

English

ISBN/ISSN

978-3-030-13019-0

Classification

658.8

Content Type

text

Media Type

-

Carrier Type

-

Edition

1st ed.

Subject(s)

Marketing
Bisnis--Markeing

Specific Detail Info

PDF, 8.17 MB

Statement of Responsibility

Debra Z. Basil

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