Social Marketing in Action

Cases from Around the World

  • Debra Z. Basil
  • Gonzalo Diaz-Meneses
  • Michael D. Basil

Part of the Springer Texts in Business and Economics book series (STBE)

Table of contents

  1. Front Matter
    Pages i-xxix
  2. Understanding Social Marketing

    1. Front Matter
      Pages 1-1
    2. Debra Z. Basil
      Pages 3-21
    3. Debra Z. Basil
      Pages 23-44
    4. Michael D. Basil
      Pages 45-57
    5. Michael D. Basil
      Pages 59-78
    6. Gonzalo Diaz-Meneses, Michael D. Basil
      Pages 79-89
  3. Social Marketing Cases: Social Welfare

  4. Social Marketing Cases: Health

  5. Social Marketing Cases: Environment

  6. Social Marketing Cases: Education

    1. Front Matter
      Pages 403-403
    2. Yolanda Díaz-Perdomo, Luis I. Álvarez-González, M. José Sanzo-Pérez
      Pages 447-462
  7. Debra Z. Basil, Gonzalo Diaz-Meneses, Michael D. Basil
    Pages C1-C1

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

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 assist professors in teaching from this book.


Social Marketing Social Marketing in Public Health Social Marketing in Health Social Marketing & Public Policy Non-Profit & Social Marketing Marketing Management Marketing Strategy Marketing for Social Change Strategic Communication in Social Marketing Social Marketing Campaigns

Editors and affiliations

  • Debra Z. Basil
    • 1
  • Gonzalo Diaz-Meneses
    • 2
  • Michael D. Basil
    • 3
  1. 1.Dhillon School of BusinessUniversity of LethbridgeLethbridgeCanada
  2. 2.Faculty of Economy, Business and TourismUniversity of Las Palmas de Gran CanariaLas Palmas de Gran CanariaSpain
  3. 3.Dhillon School of BusinessUniversity of LethbridgeLethbridgeCanada

Bibliographic information