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Note publique d'information : 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 assistprofessors
in teaching from this book.
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