Section A: Why?Chapter 1: The importance of social marketing for social policyChapter 2: The nature of social marketingChapter 3: Marketing social goodSection B: What?Chapter 4: The social marketing mixChapter 5: Strategic social marketingChapter 6: Creating value through social marketingSection C: How?Chapter 7: Systems thinking and social marketingChapter 8: Using theory in social marketingChapter 9: Research approaches in social marketingChapter 10: Research methods in social marketingChapter 11: Social marketing and social programme designChapter 12: Planning social marketing interventionsChapter 13: Embedding social marketing within social programmesChapter 14: Critical social marketing

Taking an international approach, this text illustrates the value of applying marketing to solve social problems, exploring the 'what' and 'why' as well as the 'how to' of social marketing.