Sustainability, social marketing, veterinarians and United States veterans

Yvette Lynne Bonaparte and Sharon D. White

Journal of Global Scholars of Marketing Science, 2020, vol. 30, issue 3, 240-251

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.

Date: 2020
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DOI: 10.1080/21639159.2020.1766366

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