Harnessing the power of marketing -- Social marketing principles -- The shoulders of giants -- Making it happen- the toolbox -- Research and the teller of tales -- Compelling content -- Competitive analysis -- Critical marketing -- Spiritual dimensions -- Ethical issues -- Systems social marketing

"Social Marketing is the utilisation of marketing principles and methods to encourage individual and organisational behaviour change for the public good. Traditionally the domain of government it is increasingly also utilised by non-government and non-profit organisations and other institutions...

"Focusing on the use of marketing principles and techniques to develop population-based health promotion and disease prevention programs, this book features a practical emphasis for incorporating a marketing orientation and marketing techniques to address the diverse range of issues and problems...