Overview

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.

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9783030048426

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M. Mercedes Galán-Ladero is an Associate Professor (Prof. Contratado Doctor) in the Department of Business Management and Sociology, at the University of Extremadura (Spain), where she teaches Marketing courses. She is currently engaged in innovative research in the areas of cause-related marketing and CSR, as well as ethnocentrism, local food products and their internationalization.  Helena M. Alves is an Associate Professor in the Department of Business and Economics, University of Beira Interior (Portugal), where she teaches Graduate, Master and Doctoral levels. She is a researcher at the Centre for Research in Business Sciences. Her areas of expertise are: Services Marketing, Educational Marketing, Student Satisfaction, Public Marketing, and Relationship Marketing. She is the Editor-in-Chief of the journal 'International Review on Public and Nonprofit Marketing' published by Springer.

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