chapter 1 Citizen Behavior Change for Good: Three Options -- chapter 2 More on the Social Marketing Option: 10-Step Planning Model and 15 Principles for Success -- chapter 3 Social Marketing to Improve Public Health: 10 Success Stories -- chapter 4 Social Marketing to Reduce Fatal and Nonfatal...

This book, an adaptation of Nancy R. Lee and Philip Kotler's highly successful book Social Marketing: Influencing Behaviors for Good, 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public...

"Marketing guru Philip Kotler explains how social initiatives can help your business growBusinesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is...