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. While social marketing is a growing field evidenced by the formation of associations and an increase in academic courses and programs at various universities around the world, there is still considerable confusion surrounding the field in which social marketing is mistaken for digital or social media marketing or social advertising. This textbook is structured to help combat this misconception. It is presented in five parts. Part I clearly and concisely explains the practice of social marketing in five chapters. This includes coverage of key social marketing concepts such as macro and upstream social marketing; ethics; formative and evaluative research; and theories used in social marketing. Parts II-V feature 24 social marketing case studies presented with a clear, consistent structure that includes:   ·         Background ·         SWOT ·         Objectives ·         Target audience ·         Barriers and benefits ·         Competition ·         Positioning ·         Research ·         The 4 P’s ·         Evaluation ·         Discussion   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.weiterlesen