Incluye referencias bibliográficas e índice.

Part I: Understanding Social Marketing -- Chapter 1 The Big Picture in Social Marketing -- Chapter 2 The Fundamentals of Social Marketing -- Chapter 3 Research and Evaluation in Social Marketing -- Chapter 4 Theory in Social Marketing -- Chapter 5 A Brief History of Social Marketing -- Part II Social Marketing Cases: Social Welfare -- Chapter 6 Fun Ways to Engage with Rail Safety through the Dumb Ways to Die Social Marketing Campaign -- Chapter 7 The Second Life of Food -- Chapter 8 The Bank of Cancer Research -- Chapter 9 VCW of Social Impact in a Developing Country -- Chapter 10 Operation Red Nose -- Chapter 11 Social Marketing for the Reduction of Tax Evasion -- Chapter 12 Worn Wear -- Part III Social Marketing Cases: Health -- Chapter 13 Inculcating the Handwashing Habit through Social Marketing Among Poor Children in India -- Chapter 14 Social Marketing Campaigns for Healthier Eating Habits in France -- Chapter 15 Smile Train India -- Chapter 16 Enhancing Existing Communication Channels for Large-Scale Health Interventions -- Chapter 17 Saving Lives through Lifebuoy's "Help a Child Reach 5' Social Marketing Campaign -- Chapter 18 Behavior Change and Nutrition Education for Teenagers -- Chapter 19 Using Social Marketing to Promote Handwashing the Soap for a Healthier Vietnam -- Part IV: Social Marketing Cases: Environment -- Chapter 20 Using Social Marketing to Increase Bicycle Ridership to Major Events in Vancouver, Canada -- Chapter 21 Akureyri on the Verge -- Chapter 22 Vancouver Aquarium and World Wildlife Foundation's Great Canadian Shoreline Cleanup -- Chapter 23 Be the Street You Want to See -- Chapter 24 The Coulee Clean Up -- Chapter 25 Applying Social Marketing to Koala Conservation -- Part V Social Marketing Cases: Education -- Chapter 26 Co-creating a Sea Change Social Marketing Campaign for Ocean Literacy in Europe -- Chapter 27 Enhancing Health by Means of Massive Open Online Courses -- Chapter 28 Use of Social Marketing to Improve Science Teaching in Maharashtra, India 2014-2018 -- Chapter 29 A Case of Co-Created Social Marketing Campaign.

Este libro de texto proporciona a los estudiantes estudios de casos de mercadeo social del mundo real de diferentes países y regiones de todo el mundo, llevando a los estudiantes de la teoría del aula a la práctica. El objetivo principal es retratar claramente a los estudiantes pasos distintos e identificables que son esenciales para campañas exitosas de mercadeo social. Las prácticas básicas de mercadeo social se aplican a cada caso para ayudar a los estudiantes a dominar los principios de mercadeo social y aplicarlos a sus propias actividades de mercadeo social del mundo real con el fin de afectar el cambio social positivo.