Social marketing: influencing behaviors for good

Foreword Alan R. Andreasen PART I: UNDERSTANDING SOCIAL MARKETING 1. Defining Social Marketing Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (2000-2010) What is Social Marketing? Where Did the Concept Originate? How does Social Marketing Differ From Commercial Sector Marketing? How is it Different From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions? What is Social Marketing's Unique Value Propostion? Who Does Social Marketing? What Social Issues Can Benefit From Social Marketing? What Is the Social Marketer's Role in Influencing Upstream Factors and Mainstream Audiences? Marketing Dialogue 2. 10 Steps in the Strategic Marketing Planning Process Marketing…