Social Marketing: Influencing Behaviors for Good

The book Social Marketing: Influencing Behaviors for Good provides an in-depth understanding on social marketing to its readers. The book explains in a very lucid language the basic concepts of social marketing and then goes into the details towards planning and implementing programs to bring about social change. This book is especially targeted at the students of management, environment studies, political science, and public administration and at the policy makers and companies. The authors have explained how social marketing can have a huge impact on general society if it is done through proper and systematic planning and succeeds in reaching the targeted sections of society. It touches upon the distinct social causes and the use of the social marketing discipline for the well-being of society. The authors have elaborately explained the opportunities and challenges of the marketing discipline with case studies and examples. They have distinguished the term social marketing from other common terms such as social media marketing, cause-related marketing, nonprofit marketing, commercial marketing and public sector marketing in the book. They draw the attention of marketers to avail the opportunity of those social causes in which they can influence the customers through social marketing.