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| Figures and Tables | |
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| Acknowledgments | |
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| Preface | |
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| The Author | |
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| The History and Domains of Social Marketing | |
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| Learning Objectives | |
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| The Change We Need: New Ways of Thinking About Social Issues | |
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| Wicked Problems and Their Solution | |
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| Why Use Social Marketing? | |
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| What Is Social Marketing? | |
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| A Historical Perspective | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Principles of Social Marketing | |
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| Learning Objectives | |
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| The Characteristics of Social Marketing | |
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| How Can We Use Social Marketing? | |
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| Strategic Social Marketing | |
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| Ethics for Social Marketing | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Determinants, Context, and Consequences for Individual and Social Change | |
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| Learning Objectives | |
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| Why Use Theory? | |
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| From Individual to System Levels of Analysis: Changing Scales of Reality | |
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| Mindspace | |
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| Shifting from Individuals to Markets | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Segmentation and Competition | |
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| Learning Objectives | |
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| Segmentation | |
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| Competition | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Moving from Descriptions of People to Understanding, Empathy, and Insight | |
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| Learning Objectives | |
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| The Depth Deficit | |
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| Priority Group Personas or Archetypes | |
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| The Creative Brief | |
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| The Vital Function of the Planner | |
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| Insight | |
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| Designing Research for Empathy, Insight, and Inspiration | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| The Consumer Experience as the Marketer's Touchpoint | |
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| Learning Objectives | |
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| Going Out of Our Heads | |
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| Exploratory Formative Research: Online Health Information Behaviors | |
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| A Continuum of Touchpoints | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Strategic Positioning and Brands | |
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| Learning Objectives | |
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| Positioning | |
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| Positioning Concurrency as an HIV Risk Behavior | |
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| Brands | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Embedding Marketing in Programs and Organizations: Developing Strategy | |
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| Learning Objectives | |
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| Creating a Marketing Strategy | |
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| Applying Social Marketing Anywhere, Anytime | |
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| Ways to Improve Social Marketing Programs | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Using Marketing Mix Components for Program Development | |
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| Learning Objectives | |
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| Products | |
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| Services | |
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| Places | |
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| Prices | |
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| Promotion | |
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| Pulling It All Together | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Monitoring and Evaluation | |
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| Learning Objectives | |
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| Program Monitoring | |
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| Evaluation | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Personal and Community Engagement in Change | |
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| Learning Objectives | |
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| Community-Based Approaches to Social Marketing | |
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| Shifting from Engagement to Activation | |
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| Can Social Marketing Revitalize Communities? | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Social Technologies for Social Marketing and Social Change | |
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| Learning Objectives | |
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| Developing Strategies for Social Media | |
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| Mobile Technologies | |
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| Pulling It Together: The Media Multiplexity Idea | |
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| Implications of Social and Mobile Technologies for Marketing Social Change | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Social Marketing for Dissemination and Program Sustainability | |
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| Learning Objectives | |
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| Dissemination of Program and Service Innovations | |
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| Marketing to Achieve Sustainable Programs | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| Management and Innovation | |
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| Learning Objectives | |
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| Creating a Marketing Culture | |
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| Innovations | |
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| Looking to the Future of Social Marketing | |
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| Summary | |
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| Key Terms | |
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| Discussion Questions | |
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| References | |
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| Index | |