Case Studies on Social Marketing : A Global Perspective / edited by M. Mercedes Galan-Ladero, Helena M. Alves
(Management for Professionals. ISSN:2192810X)
|Publisher||(Cham : Springer International Publishing : Imprint: Springer)|
|Edition||1st ed. 2019.|
|Authors||Galan-Ladero, M. Mercedes editor
Alves, Helena M editor
SpringerLink (Online service)
|Size||XIII, 252 p. 35 illus : online resource|
|Notes||Social Marketing Cases: Environment -- Social Marketing Cases: Public Health -- Social Marketing Cases: Society, Culture and Education -- Social Marketing Cases: Safety and Security.
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.
LCSH:New business enterprises
FREE:Non-Profit Organizations and Public Enterprises