Social Marketing in Action Cases from Around the World /

• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Άλλοι συγγραφείς: Basil, Debra Z. (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt), Diaz-Meneses, Gonzalo (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt), Basil, Michael D. (Επιμελητής έκδοσης, http://id.loc.gov/vocabulary/relators/edt)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Springer, 2019.
• Έκδοση: 1st ed. 2019.
• Σειρά: Springer Texts in Business and Economics,
• Θέματα: Motivation research (Marketing).; Market research.; Management-Study and teaching.; Consumer Behavior.; Market Research/Competitive Intelligence.; Management Education.

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 successf...

Πίνακας περιεχομένων:

• Part I: Understanding Social Marketing
• Chapter 1 The Big Picture in Social Marketing
• Chapter 2 The Fundamentals of Social Marketing
• Chapter 3 Research and Evaluation in Social Marketing
• Chapter 4 Theory in Social Marketing
• Chapter 5 A Brief History of Social Marketing
• Part II Social Marketing Cases: Social Welfare
• Chapter 6 Fun Ways to Engage with Rail Safety through the Dumb Ways to Die Social Marketing Campaign
• Chapter 7 The Second Life of Food
• Chapter 8 The Bank of Cancer Research
• Chapter 9 VCW of Social Impact in a Developing Country
• Chapter 10 Operation Red Nose
• Chapter 11 Social Marketing for the Reduction of Tax Evasion
• Chapter 12 Worn Wear
• Part III Social Marketing Cases: Health
• Chapter 13 Inculcating the Handwashing Habit through Social Marketing Among Poor Children in India
• Chapter 14 Social Marketing Campaigns for Healthier Eating Habits in France
• Chapter 15 Smile Train India
• Chapter 16 Enhancing Existing Communication Channels for Large-Scale Health Interventions
• Chapter 17 Saving Lives through Lifebuoy's "Help a Child Reach 5' Social Marketing Campaign
• Chapter 18 Behavior Change and Nutrition Education for Teenagers
• Chapter 19 Using Social Marketing to Promote Handwashing the Soap for a Healthier Vietnam
• Part IV: Social Marketing Cases: Environment
• Chapter 20 Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada
• Chapter 21 Akureyri on the Verge
• Chapter 22 Vancouver Aquarium and World Wildlife Foundation's Great Canadian Shoreline Cleanup
• Chapter 23 Be the Street You Want to See
• Chapter 24 The Coulee Clean Up
• Chapter 25 Applying Social Marketing to Koala Conservation
• Part V Social Marketing Cases: Education
• Chapter 26 Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe
• Chapter 27 Enhancing Health by Means of Massive Open Online Courses
• Chapter 28 Use of Social Marketing to Improve Science Teaching in Maharashtra, India 2014-2018
• Chapter 29 A Case of Co-Created Social Marketing Campaign.