Sustainability, social marketing, veterinarians and United States veterans

ABSTRACT

This marketing case study highlights an innovative nonprofit organization (Veterinarians To Veterans United, Inc.) whose mission is to provide service, therapeutic, and emotional support animals, and discounted veterinary care to United States veterans suffering from post-traumatic stress and related conditions. Through the work of this organization, the lives of veterans are positively impacted and the number of animals euthanized at animal shelters is also expected to decline. The case study requires students to reflect on the unique needs of the US veteran population and highlights the diverse segments that exist among the veteran population. This case study provides an opportunity for marketing students to apply concepts related to sustainability and social marketing in developing strategies and tactics to address the challenges faced by Veterinarians To Veterans United, Inc.

本营销案例研究强调了一个创新的非盈利组织(Veterinarians To Veterans United, Inc.), 其任务是为患有创伤后应激障碍和相关状况的美国退伍军人提供服务, 治疗和情感支持, 以及优惠兽医护理。通过该组织的工作, 退伍军人的生活受到积极影响, 在动物收容所接受安乐死的动物数量预计也将减少。该案例研究要求学生反思美国退伍军人群体的独特需求, 并强调退伍军人群体中存在的不同群体。本案例研究为市场营销专业的学生提供了一个机会, 他们可以将可持续发展和社会营销的相关概念应用于制定战略和策略, 以应对兽医对退伍军人联合公司的挑战。

KEYWORDS:

• Marketing strategy
• social marketing
• Sustainability
• Market segmentation
• Corporate social responsibility

关键词:

• 营销战略
• 社会营销
• 可持续性
• 市场细分
• 企业社会责任

Disclosure statement

No potential conflict of interest was reported by the authors.