Case Studies on Social Marketing

Abstract

In a globalized and interconnected world, societies face an increasing number of problems such as public health; social, cultural, and educational issues; or environ- mental challenges, among many others. Such problems need social marketing approaches to be resolved. Thus, social marketing becomes a key tool to design and implement programs to promote socially desired attitudes and behaviors (or change undesired attitudes and behaviors). Importance, popularity and usage of social marketing have grown in the last few decades