Social Marketing: Improving the Quality of Life

Foreword - Alan R. Andreason Preface Acknowledgments PART I: UNDERSTANDING SOCIAL MARKETING Chapter 1. Defining Social Marketing The 21st Century What Is Social Marketing? Where Did the Concept Originate? How Does Social Marketing Differ From Commercial Sector Marketing? When is Social Marketing Used, and for What Purpose? What Social Issues Can Benefit From Social Marketing? What Are Other Ways to Influence Public Behavior? How Does Social Marketing Relate to Other Approaches? Chapter 2. Outlining the Strategic Planning Process Marketing Highlight: Lowering Blood Pressure What Are the Steps in the Social Marketing Planning Process? Why Is a Systematic Planning Process Important? Where Does Marketing Research…