IAPNM 2009 Proceedings. I International Congress on Teaching Cases related to Public and Nonprofit Marketing

The evidence of the increasing importance of public and nonprofit areas as concrete study fields in the Marketing discipline provided the basis to hold in April 2002 at this same University of León what then was called First International Symposium on Public and Nonprofit Marketing. The successive editions of this event, which soon turned its name into Congress, have gone further on achieving the initial purpose, thus consolidating a stable and international forum for academics and practitioners to meet and share experiences. As a direct result of that Symposium, the International Association on Public and Nonprofit Marketing was established in December 2002, contributing to the continuity and stability of the started framework and ever since many events have happened in a speedy or even in a dizzy way. Seven years later, the IAPNM has national sections in over twenty countries and publishes the International Review on Public and Nonprofit Marketing, as well as the Public Marketing Idea bulletin.

But many more are the projects on the table. Among them, this First International Congress on Teaching Cases related to Public and Nonprofit Marketing. According to the current requirements of the teaching-learning process at higher education institutions, this new event, under the theme “Entrepreneurs, Business and Administrations in a Socially Responsible World”, aims participation of working teams consisting of teachers-tutors and students to develop and present case studies referred to real marketing activities linked to the social responsibility of companies, public institutions or nonprofit entities. The intended purpose is to provide a new discussion forum revealing concerns of both groups, then facing problems from the plural perspective intrinsic to Marketing activities. After this initial approach, in my capacity as Chairman of the Organizing Committee, it is both an honour and a pleasure for me to extend the warmest of welcomes to each and everyone of the participants. The effort in recent months has resulted in almost a hundred of contributions from universities all around the world. They have succeeded a double peerreview, thus guaranteeing the quality of their contents and rigor of the selection process. I also take these words to thank all those individuals and entities in one or another way making the congress possible, hoping that we all will see fulfilled our expectations either from a scientific or a human perspective, as proper in all IAPNM activities.

José Luis Vázquez Chairman of the Organizing Committee