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by Debra Z. Basil (Editor), Gonzalo Diaz-Meneses (Editor), Michael D. Basil (Editor)
About the Author
Debra Z. Basil is a Professor of Marketing in the Dhillon School of Business at the University of Lethbridge, Canada. She is co-founder and current Director of the Institute for Consumer and Social Wellbeing. Debra has a PhD in Marketing from the University of Colorado at Boulder, USA, and a BBA in Business with a Marketing Concentration from the University of Washington, USA. She conducts research at the nexus of consumer and corporate wellbeing. Much of her work focuses on cause-related marketing, nonprofit organizations, and consumer response to corporate social responsibility.
Gonzalo Díaz-Meneses has a Ph.D. in Economy (ULPGC), an MBA (UB-EAE), an MSC in Market Research (UNED), a Diploma in statistics (UNED), a degree in Sociology & Politics (UCM), and a degree in Geography and History (UCM). He is a devoted lecturer of marketing, consumer behaviour, and market research for tourism at the University of Las Palmas de Gran Canaria, in Spain. He has published more than 30 papers on the fields of social marketing, environmental issues, and tourism. He is the executive secretary of the International Association on Public and Non-Profit Marketing Association.
Michael (Mike) Basil is a Professor at the University of Lethbridge in Alberta Canada. He received his PhD from Stanford University. Mike’s research has been primarily in advertising, celebrity effects, and social marketing. He has worked with Porter Novelli and the U.S. Centers for Disease Control and Prevention on the topics of alcohol, tobacco and food choice. Most recently Mike has become interested in the role of experiences in enriching people's lives, including fine dining, travel, and recreational activities.
About this book
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
- Background • Positioning
- SWOT • Research
- Objectives • The 4 P’s
- Target audience • Evaluation
- Barriers and benefits • Discussion
- Competition
Brief contents
Part I. Understanding Social Marketing
1. The Big Picture in Social Marketing
2. The Fundamentals of Social Marketing
3. Research and Evaluation in Social Marketing
4. Theory in Social Marketing
5. A Brief History of Social Marketing
Part II. Social Marketing Cases: Social Welfare
6. Fun Ways to Engage with Rail Safety Through the Dumb Ways to Die Social Marketing Campaign
7. The Second Life of Food: When Social Marketing Bridges Solidarity and Waste Prevention
8. The Bank of Cancer Research: Applying Social Marketing to Provide Sustainable Funding for Cancer Research
9. VCW for Social Impact in a Developing Country: Personal Development and Entrepreneurship in a Leadership Academy
10. Operation Red Nose: Providing a Safe Holiday Ride and Raising Money for Charity Through Social Marketing
11. Social Marketing for the Reduction of Tax Evasion: The Case of Electronic Invoicing in Portugal
12. Worn Wear: Better than New—How Patagonia’s Social Marketing Campaign Enhances Consumers’ Responsible Behavior
Part III. Social Marketing Cases: Health
13. Inculcating the Handwashing Habit Through Social Marketing Among Poor Children in India
14. Social Marketing Campaigns for Healthier Eating Habits in France: VIF and “LES BONNES PORTIONS” (The Right Portions) Campaign Against Childhood Obesity
15. Smile Train India: A Social Marketer Targeting Cleft Lip/Palate as a Socio-Medical Issue
16. Enhancing Existing Communication Channels for Large-Scale Health Interventions: Making Every Contact Count in the United Kingdom
17. Saving Lives Through Lifebuoy’s “Help a Child Reach 5” Social Marketing Campaign
18. Behavior Change and Nutrition Education for Teenagers: Nestlé Social Marketing “Healthy Kids Programme” in India
19. Using Social Marketing to Promote Handwashing with Soap for a Healthier Vietnam
Part IV. Social Marketing Cases: Environment
20. Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada
21. Akureyri on the Verge: Carbon Neutral and Beyond Through Targeted Social Marketing
22. Vancouver Aquarium and World Wildlife Foundation’s Great Canadian Shoreline Cleanup: Increasing Volunteerism by Targeting Social Networks
23. A Community-Based Social Marketing Anti-littering Campaign: Be the Street You Want to See
24. The Coulee Clean-Up: A Social Marketing Program for Litter Pickup in Lethbridge, Canada
25. Applying Social Marketing to Koala Conservation: The “Leave It” Pilot Program
Part V. Social Marketing Cases: Education
26. Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe: A Digital Interactive Tool for Environmental Behavior Change
27. Enhancing Health by Means of Massive Open Online Courses
28. Use of Social Marketing to Improve Science Teaching in Maharashtra, India: 2014–18
29. A Case of Co-created Social Marketing Campaign: The Spanish Ana Bella Social School for Women’s Empowerment
Series: Springer Texts in Business and Economics
Pages: 474
Publisher: Springer; 1st ed. 2019 edition (July 15, 2019)
Language: English
ISBN-10: 3030130193
ISBN-13: 978-3030130190
PDF version
Springer__Social Marketing in Action.pdf
(8.17 MB, 需要: 15 个论坛币)
EPUB version
Springer__Social Marketing in Action.epub
(29.37 MB, 需要: 15 个论坛币)
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