Social Marketing in Action

Social Marketing in Action: Cases from Around the World is a textbook that connects classroom theory with real-world practice. Published by Springer, the volume outlines distinct, identifiable steps required to plan and execute social marketing campaigns across diverse countries and regions.

The text introduces core principles before turning to practical campaign applications. Subject coverage includes upstream and downstream social marketing, ethics, applied theories, competition, and formative and evaluative research.

A central feature is the inclusion of 24 international case studies organized in a consistent structure. This framework allows learners to compare interventions across contexts, while instructor teaching guides provide activity suggestions, further readings, and answers to discussion questions.