Social Marketing & Sustainable Development Goals


Case Studies for a Global Perspective, Call for book chapters; Abstract deadline 15 Mar 2022

POSTING TYPE: Calls: Other

Author: Helena Alves



Book Series “Springer Texts in Business and Economics”



M. Mercedes GALAN – LADERO (
University of Extremadura (Spain)

Helena M. ALVES (
University of Beira Interior (Portugal)


This book approaches the Sustainable Development Goals (SDGs) by the United Nations from a social marketing perspective, including cases from different regions around the world.

Social Marketing and Sustainable Development Goals (SDGs)

In a globalized world, social marketing has become essential to solve problems related to public health, global warming, education, social issues, traffic safety, etc. Thus, social marketing has become a key tool for all types of organizations worldwide.

Social marketing is characterized by the coordination of different complementary approaches, to achieve the realization or modification of ideas, attitudes, or behaviors (Santesmases, 1999; Alves & Galan, 2019; Alves, Galan & Rivera, 2021) and, therefore, can be used in order to progress toward the achievement of Sustainable Developments Goals (SDGs).

In 2015, the United Nations approved the 2030 Agenda on Sustainable Development, with the purpose of “improving the lives of all, leaving no one behind” (The United Nations, 2022).

It included 17 Sustainable Development Goals, “to build a better world” (The United Nations, 2022):

  • Goal 1 – No poverty: “Economic growth must be inclusive to provide sustainable jobs and promote equality”.
  • Goal 2 – Zero hunger: “The food and agriculture sector offers key solutions for development, and is central for hunger and poverty eradication”.
  • Goal 3 – Good Health and Well-Being: “Ensuring healthy lives and promoting the well-being for all at all ages is essential to sustainable development”.
  • Goal 4 – Quality Education: “Obtaining a quality education is the foundation to improving people’s lives and sustainable development”.
  • Goal 5 – Gender Equality: “Gender equality is not only a fundamental human right, but a necessary foundation for al peaceful, prosperous and sustainable world”.
  • Goal 6 – Clean Water and Sanitation: “Clean, accessible water for all is an essential part of the world we want to live in.
  • Goal 7 – Affordable and Clean Energy: “Energy is central to nearly every major challenge and opportunity”.
  • Goal 8 – Decent Work and Economic Growth: “Sustainable economic growth will require societies to create the conditions that allow people to have quality jobs”.
  • Goal 9 – Industry, Innovation, and Infrastructure: “Investments in infrastructure are crucial to achieving sustainable development”.
  • Goal 10 – Reduced Inequalities: “To reduced inequalities, policies should be universal in principle, paying attention to the needs of disadvantaged and marginalized populations”.
  • Goal 11 – Sustainable Cities and Communities: “There needs to be a future in which cities provide opportunities for all, with access to basic services, energy, housing, transportation and more”.
  • Goal 12 – Responsible Consumption and Production: “Responsible Consumption and Production”.
  • Goal 13 – Climate Action: “Climate change is a global challenge that affects everyone, everywhere”.
  • Goal 14 – Life Below Water: “Careful management of this essential global resource is a key feature of a sustainable future”.
  • Goal 15 – Life on Land: “Sustainably manage forests, combat desertification, halt and reverse land degradation, halt biodiversity loss”.
  • Goal 16 – Peace, Justice and Strong Institutions: “Access to justice for all, and building effective, accountable institutions at all levels”.
  • Goal 17 – Partnerships: “Revitalize the global partnership for sustainable development”.

Our aim is to create a book where we can find high-quality cases on different social marketing campaigns that have been developed in anywhere in the world and have had an important impact on raising awareness or trying to achieve some of the SDGs.

The chapters should be written for classroom use.

If you are interested in publishing a chapter in this book, please send us an email (;, before 15th March, 2022, including:

a) A proposed title and the SDG analyzed in the case.
b) Authors’ names and affiliations.
c) An abstract of up to 500 words.
d) A list of up to 5 keywords.


Duane, S., Domegan, C., McHugh, P., & Devaney, M. (2016). From restricted to complex exchange and beyond: Social marketing’s change agenda. Journal of Marketing Management, 32(9–10), 856–876.

Fernández, P.; Galán, M.; Calvo, A.; Castro, S. (2021). El Comercio Justo en Euskadi. Comportamientos y Motivaciones de Compra. Álava: Medicusmundi.

Galan – Ladero, M.; Alves, H. (2019): Case Studies on Social Marketing. A Global Perspective. Switzerland: Springer.

Galan – Ladero, M.; Galera – Casquet, C.; Alves, H. (2021): Cause-Related Marketing. Case Studies From a Global Perspective. Switzerland: Springer.

Galan – Ladero, M.; Rivera, R. (2021): Applied Social Marketing and Quality of Life. Switzerland: Springer.

Kotler, P., & Lee, N. (2012). Social marketing: Influencing behaviors for good. Los Angeles [u.a.]: Sage Publ.

Kotler, P.; Zaltman, G. (1971): “Social Marketing: An Approach to Planned Social Change”. Journal of Marketing, 35 (July): 3-12.

Lefebvre, R.C. (2012): “Transformative Social Marketing: Co-creating the Social Marketing Discipline and Brand”, Journal of Social Marketing, 2 (2): 118-129.

Penelas – Leguia, A.; Galera – Casquet, C.; Galan – Ladero, M.; Valero – Amaro, V. (2012): Marketing Solidario. El marketing en las organizaciones no lucrativas. Madrid: Piramide.

Santesmases – Mestre, M. (1999): Marketing. Conceptos y Estrategias. Madrid: Piramide.

Sirgy, M. J., Morris, M., & Samli, K. C. (1985). The Question of Value in Social Marketing. American Journal of Economics and Sociology, 44(2), 215–228.


The material should be original, unpublished (only presentation in Conferences and in the proceedings would be accepted, although the chapter should be improved considerably).

The structure of each chapter / case would be:

– First page:
. Title.
. Authors’ names.
. Abstract (max. 200 words).
. Keywords (5 keywords – one of them, the SDG considered).
– Second page (and the following ones):
. Learning objectives.
. Introduction.
. Case development.
. Conclusions.
. Discussion Questions.
. References
– Final page:
. Teaching / Classroom Notes.

The length of the case should be 10 pages.

Language: English (although previous versions can be also sent in Spanish or Portuguese).

Remember: the cases should be written for classroom use (an introductory theoretical chapter will be included in the book. Thus, try to avoid theoretical sections in the case study).



Deadline for an extended abstract submission (500 words, approximately): by 15th March, 2022.
To: and

Deadline for abstract acceptance: by 31st March, 2022.

Deadline for full case submission (max 10 pages, Calibri 11 and 1.5 line spacing): by 31st May, 2022.
To: and

Deadline for case acceptance: 31st July, 2022.

The book is scheduled to be published in 2023.