Social and Strategic Partnership in Marketing Contexts: The Case Study of Help2kids

Bruno Barbosa Sousa (CiTUR, UNIAG, Polytechnic Institute of Cávado and Ave, Portugal) and Filipe Sequeira Magalhães (University of Minho, Portugal & Brunel University London, UK)
Copyright: © 2020 |Pages: 145
EISBN13: 9781799865483|DOI: 10.4018/978-1-7998-3285-0.ch008
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Abstract

Social and strategic marketing seeks to develop systematic marketing concepts with several approaches to influence behaviours that benefit individuals and society for the greater social good. Social marketing practice is guided by ethical issues. It seeks to integrate approach, best practice, theory, audience, and partnership insight to inform the delivery of competition-sensitive and segmented social change programmes that are effective, efficient, equitable, and sustainable. This case study concerns help2kids as a young and dynamic non-profit organization operating in Africa. The case study consists of reflection and discussion of the several practices, marketing strategies, social entrepreneurship topics, and multiple projects inherent to help2kids. Help2kids strives to allow children the pursuit of a better and more sustainable future. The authors intend to present different social marketing campaigns to promote behavioural change for the benefit of society and the strategies that have been followed to achieve the desired idea or behaviour.
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