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Social Marketing and Their Related Challenges for the Limited Access for People Living with a Disability: A Serbian Case Study

In: Case Studies on Social Marketing

Author

Listed:
  • Ana Vulevic

    (Institute of Transportation – CIP)

  • Dragan Djordjevic

    (Institute of Transportation – CIP)

  • Rui Alexandre Castanho

    (ICAAM—Institute for Agrarian and Environmental Sciences
    University of Extremadura
    VALORIZA – Research Centre for Endogenous Resource Valorization
    WSB University)

  • José Cabezas-Fernández

    (University of Extremadura
    VALORIZA – Research Centre for Endogenous Resource Valorization)

Abstract

Accessibility in Serbia is defined through the Strategy for Improving the Position of Persons with Disabilities. Commitment activities started in 2010–2012, through the project “No Obstacles” developed by the Centre for the Development of an Inclusive Society (CRID) and the Accessibility Audit Association in Serbia (AAAS) with the support of the Norwegian Embassy in Belgrade. Contextually, the chapter aims to present a practical case regarding social marketing campaign that was developed by NGOs, through the support of local governments, major local agencies (urban planning, communal and architecture inspection bodies) on a municipality level—a Serbian case study. The implementation of this social marketing project creates the preconditions for increasing accessibility upon the principles of Design for All and building communities where all citizens have equal opportunities. The project used all the elements of the marketing mix and/or primary intervention methods.

Suggested Citation

  • Ana Vulevic & Dragan Djordjevic & Rui Alexandre Castanho & José Cabezas-Fernández, 2019. "Social Marketing and Their Related Challenges for the Limited Access for People Living with a Disability: A Serbian Case Study," Management for Professionals, in: M. Mercedes Galan-Ladero & Helena M. Alves (ed.), Case Studies on Social Marketing, pages 223-235, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-04843-3_19
    DOI: 10.1007/978-3-030-04843-3_19
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    Cited by:

    1. Anatolie CĂRBUNE, 2020. "BOOK REVIEW: Rui Alexandre Castanho, Cross-Border Cooperation (CBC) Strategies for Sustainable Development, Hershey, PA: IGI Global Abstract: Cross Border Cooperation (CBC) is one of the European Unio," Eastern Journal of European Studies, Centre for European Studies, Alexandru Ioan Cuza University, vol. 11, pages 233-237, November.

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