Case Studies on Social Marketing A Global Perspective
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-govern
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M. Mercedes Galan-Ladero Helena M. Alves Editors
Case Studies on Social Marketing A Global Perspective
Management for Professionals
More information about this series at http://www.springer.com/series/10101
M. Mercedes Galan-Ladero • Helena M. Alves Editors
Case Studies on Social Marketing A Global Perspective
Editors M. Mercedes Galan-Ladero University of Extremadura Badajoz, Spain
Helena M. Alves Department of Business and Economic University of Beira Interior Covilhã, Portugal
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-030-04842-6 ISBN 978-3-030-04843-3 (eBook) https://doi.org/10.1007/978-3-030-04843-3 Library of Congress Control Number: 2019930615 # Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
In a globalized and interconnected world, societies face an increasing number of problems such as public health; social, cultural, and educational issues; or environmental challenges, among many others. Such problems need social marketing approaches to be resolved. Thus, social marketing becomes a key tool to design and implement programs to promote socially desired attitudes and behaviors (or change undesired attitudes and behaviors). Importance, popularity and usage of social marketing have grown in the last few decades. The aim of this book is to describe several cases to illustrate the application of social marketing in different areas, in different countries, and by different organizations. Thus, this book includes social marketing campaigns developed: – By public and nonprofit organizations. – In countries such as Argentina, Brazil, Colombia, El Salvador, Hungary, India, Norway, Portugal, Romania, Se
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