Case Studies on Social Marketing: A Global Perspective

Front Matter ....Pages i-xiii
 Theoretical Background: Introduction to Social Marketing  (Helena M. Alves, M. Mercedes Galan-Ladero)....Pages 1-10
Front Matter ....Pages 11-11
 Greenpeace: The Threat of the Dark Side of Volkswagen  (Antonio Chamorro-Mera)....Pages 13-23
 Plan of Action Against the Fire: Educational Programme “Bombi, the Firefighter”  (Enrique Bianchi, Carolina Sánchez)....Pages 25-36
 Greenpeace’s Detox Campaign: Towards a More Sustainable Textile Industry  (José Manuel Ortega-Egea, Nieves García-de-Frutos)....Pages 37-47
Front Matter ....Pages 49-49
 Going Beyond Downstream Social Marketing: The Case of “Jamie’s Food Revolution”  (María José Montero-Simó, Rafael A. Araque-Padilla)....Pages 51-60
 How to Promote Blood Donation? The Case of the Blood Donor Association of Cantabria (Spain)  (M. Mar. García-De los Salmones, Andrea Pérez)....Pages 61-72
 The Importance of Social Marketing in Global Health Emergencies: The Case of Zika Virus Infection  (M. Mercedes Galan-Ladero, M. Angeles Galan-Ladero)....Pages 73-84
 Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal  (Beatriz Casais, João F. Proença, Henrique Barros)....Pages 85-100
 Social Knowledge in Public Health: Case Study on Substantiating and Instrumenting the Social Marketing Campaigns in Romania  (Ani Matei, Corina-Georgiana Antonovici)....Pages 101-111
 Vidyasagar Institute of Mental Health: Bringing People Together for a Cause  (Deep Shree, Shiksha Kushwah, Mahim Sagar)....Pages 113-122
 How to Encourage the Consumption of Tap Water: A Case Study on Águas do Porto  (Ana J. Almeida, Ana P. Ribeiro, Rute D. Martins, Marisa R. Ferreira, João F. Proença)....Pages 123-132
Front Matter ....Pages 133-133
 The Role of Social Marketing in a Controversial Cause: The Eradication of Child Marriage  (Francisco I. Vega-Gomez, M. Mercedes Galan-Ladero)....Pages 135-148
 A Successful Festival for Kids in Győr  (Ida Ercsey)....Pages 149-159
 Social Marketing for Social Innovation: The Employment Plan of the Spanish Red Cross as a Case Study  (Marta Rey-García, Vanessa Mato-Santiso)....Pages 161-170
 The Role of Civil Society Organizations in Social Innovation as an Example of the New Social Marketing  (Begoña Álvarez-García, Luis Ignacio Álvarez-González, Marta Rey-García, Noelia Salido-Andrés, María José Sanzo-Pérez)....Pages 171-181
 The Social Role of Awareness Campaigns on Consumer Protection: An Extension of the Social Marketing Area  (Ani Matei, Carmen Săvulescu)....Pages 183-192
Front Matter ....Pages 193-193
 Preventing Youth Violence in El Salvador: A Relational Social Marketing Model  (Reynaldo Rivera)....Pages 195-204
 Equality and Gender-Based Violence in the University: A Practical Case of Social Marketing to Implement in the Framework of Non-Profit Marketing Studies  (Juan José Mier-Terán Franco, Pedro Pablo Marín-Dueñas)....Pages 205-222
 Social Marketing and Their Related Challenges for the Limited Access for People Living with a Disability: A Serbian Case Study  (Ana Vulevic, Dragan Djordjevic, Rui Alexandre Castanho, José Cabezas-Fernández)....Pages 223-235
 Social Marketing in the General Directorate of Traffic’s Campaign Called “Caminantedigital”  (Estela Núñez-Barriopedro)....Pages 237-243
 Combat to Abandonment and Mistreatment of Animals: A Case Study Applied to the Public Security Police (Portugal)  (Bruno Sousa, Daniela Soares)....Pages 245-252