Social Marketing in Action, (PDF) presents students with real-world social marketing case studies from different countries and areas around the world, taking learners from classroom theory to practice. The main objective is to clearly portray to marketing students distinct, identifiable steps that are vital for successful social marketing campaigns. Essential social marketing practices are applied to each case to help students master social marketing principles and implement them to their own real world social marketing activities in order to affect positive social change.
This ebook first provides the tools necessary to understand the effective application of social marketing, and then provides 24 case studies exemplifying effective social marketing efforts from all around the globe. Specifically, Part I concisely and clearly explains the principles of social marketing in five chapters:
- Theories applied in social marketing
- Formative and Evaluative Research
- Fundamentals of social marketing, ethics
- A historical perspective on social marketing
- Upstream vs. downstream social marketing, SWOT, competition
Part II includes 24 social marketing case studies that show the application of social marketing principles. All 24 cases follow a regular structure that includes:
- The 4 P’s
- Target audience
- Barriers and benefits
This format allows for professors and college students to easily and effectively select individual cases and compare between cases. This textbook also enables instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. Furthermore, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and more readings are available to help professors in teaching from this ebook.
NOTE: The product only includes the ebook Social Marketing in Action: Cases from Around the World in PDF. No access codes are included.