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Gathering cases from around the world, this book reviews best practices in marketing and their impact on quality of life. Each case details a specific social problem and the marketing strategy adopted to resolve it, plus results for society and individual.

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This book is based on the premise that marketing is central to understanding and advancing companies, businesses, countries, major economic areas and every-day problems. It opposes the view held by some social scientists that the positive effects of marketing in a society are a product of capitalist enterprises and that marketing involves excessive exploitation and is a tool for creating and maintaining their power structures. To illustrate its point, the book examines successful marketing practices with implications for consumers´ quality of life. Its compilation of cases from all over the world provides a unique and concise review of best practices in marketing and their impact on QOL. Each case in the book presents a specific social problem and discusses details of the marketing strategy adopted to resolve it, as well as the results obtained both for society at large and in terms of the citizens´ quality of life. In addition, each case addresses the theoretical background of the specific area of marketing used in the case.

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Helena Alves is assistant professor at the University of Beira Interior, Portugal. She has a PhD in Management and she has been doing research in the area of public and nonprofit marketing. Currently she is editor of the International Review on Public and nonprofit marketing. She Is member of several editorial boards, namely of The service Industries Journal, of the Journal of Business Excellence, of the International Entrepreneurship and Management Journal, and of the Journal of Service Science and Management. She has published some articles in The Service Industries Journal, Total Quality Management, International Review on Public and non-Profit Marketing, Management Decision, Journal of Educational Management, and Services Business, among others, and has authored and co-authored some book chapters.

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