Social Marketing and Social Change (PDF)

How can we facilitate more effective, efficient, equitable and
sustainable solutions to the problems that confound our communities
and world? Social marketing guru R. Craig LeFebvre weaves together
multi-level theories of change, research and case studies to
explain and illustrate the development of social marketing to
address some of society's most vexing problems. The result is
a people-centered approach that relies on insight and empathy as
much as on data for the inspiration, design and management of
programs that strive for changes for good. This text is ideal for
students and professionals in health, nonprofit, business, social
services, and other areas.

"This is it -- the comprehensive, brainy road map for
tackling wicked social problems. It's all right here: how to
create and innovate, build and implement, manage and measure, scale
up and sustain programs that go well beyond influencing individual
behaviors, all the way to broad social change in a world that needs
the help."--Bill Novelli, Professor, McDonough School
of Business, Georgetown University, former CEO, AARP and founder,
Porter Novelli and the Campaign for Tobacco-Free Kids

"I'm unaware of a more substantive treatise on
social marketing and social change. Theoretically based;
pedagogically focused; transdisciplinary; innovative; and action
oriented: this book is right for our time, our purpose, and our
future thinking and action."--Robert Gold, MS, PhD,
Professor of Public Health and Former Dean of the School of Public
Health at the University of Maryland, College Park

"This book -- like its author -- is innovative and
forward-looking, yet also well-grounded in the full range of
important social marketing fundamentals."--Edward
Maibach, MPH, PhD, University Professor and Director, Center for
Climate Change Communication, George Mason University