Includes bibliographical references (p. 403-427) and indexes.

Contents: Understanding social marketing: Defining social marketing -- Steps in the strategic marketing Planning process -- Discovering keys to success -- Analyzing the social marketing environment: Determining research needs and options -- mapping the internal and external environments:Establishing target audiences, Objectives and goals: Selecting target markets -- Setting objectives and goals -- Deepening your understanding of the target market and the competition -- Developing social marketing strategies: Crafting a desired positioning -- Product: creating a product platform -- Price: determining monetary and non-monetary incentives and disincentives -- Place: making access convenient and pleasant -- Promotion: deciding on messages, messengers -- and creative strategies -- Promotion: selecting communication channels -- Managing social marketing programs: Developing a plan for monitoring and evaluation -- Establishing budget and finding funding -- Creating an implementation plan and sustaining behavior -- Appendix A: Social marketing planning worksheets -- Appendix B:Social marketing resources.