Social Marketing in Action: Cases from Around the World (Springer Texts in Bu...

Description: Social Marketing in Action: Cases from Around the World (Springer Texts in Bu... Product Overview 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 assist professors in teaching from this book. Details Publisher : Springer; 1st ed. 2019 edition (June 6, 2019) Language : English Hardcover : 491 pages ISBN-10 : 3030130193 ISBN-13 : 90 Item Weight : 1.98 pounds Dimensions : 6.14 x 1.06 x 9.21 inches Best Sellers Rank: #3,271,453 in Books (See Top 100 in Books) #2,095 in Market Research Business (Books) #2,186 in Business Marketing #2,242 in Human Resources (Books) #2,095 in Market Research Business (Books) #2,186 in Business Marketing Quality Products Have peace of mind knowing that your order will arrive original factory sealed packaging. That means that you'll have the full force of the manufacturer's warranty to protect your purchase. Fast and Free Shipping You're already purchasing the item. Why pay additional for shipping, especially slow shipping? We get your order shipped out and delivered to your doorstep as quickly as possible. Commitment We are committed to making sure that you leave this transaction satisfied. That means having access to real people that get your questions and concerns answered quickly. Give us a shot and we will make sure that you will look to us again!

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