Nancy R Lee and Philip Kotler (who coined the term 'social marketing' in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles are successfully applied to campaigns to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being.



The Fifth Edition contains over 25 new cases highlighting the 10-step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.