Introduction: Social Marketing: A Powerful Approach to Social Change.

PREPARING FOR SOCIAL MARKETING.

Putting the Customer First: The Essential Social Marketing Insight.

The Social Marketing Strategic Management Process.

Listening to Customers: Research for Social Marketing.

Understanding How Customer Behavior Changes.

DOING SOCIAL MARKETING.

Targeting Your Customer Through Market Segmentation Strategies.

Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors.

Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies.

Bringing Social Influence to Bear and Enhancing Self-Control.

Inducing Action and Ensuring Maintenance.

Creating Strategic Partnerships: Marketing to Other Publics.

Conclusion: Central Principles of the New Social Marketing Paradigm.