Combat to Abandonment and Mistreatment of Animals: A Case Study Applied to the Public Security Police (Portugal)

  • Bruno SousaEmail author
  • Daniela Soares
Part of the Management for Professionals book series (MANAGPROF)


Social marketing is based on the adaptation of the contemporary commercial marketing theory and practice as a means of guiding and aiding social change campaigns. In this context, animals are abandoned and mistreated every day. Rescue organizations and public institutions spend countless hours working to save these animals. Because animal cruelty has traditionally been seen as a minor crime, basic quantitative information as to the nature and extent of animal cruelty has been limited. Therefore, the main objective of this study is to systematize the main determinant aspects of a campaign for the abandonment and mistreatment of animals as a social marketing case study (i.e., “animal mistreatment is a crime”—promotion). The case study is applied to the Public Security Police (in Portuguese contexts), but the problematic evidence in this manuscript is common to several countries in the world.


Abandonment of animals Benefit Ethics Protection Social marketing 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.IPCA – Polytechnic Institute of Cávado and AveBarcelosPortugal
  2. 2.School of Economics and ManagementUniversity of MinhoBragaPortugal

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