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This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach tsocial and behavioral change through social marketing It could be used with a number of courses and disciplines The level of detail, use of various sources and the variety of examples make it appropriate for graduate level studies It can alsserve the social marketing or behavior change practitioner whwishes tenhance or expand his or her field of practice tinclude upstream approaches - Written by a highly regarded academic in the Social Marketing community - Encourages Social Marketers tthink beyond the downstream market of individuals whose behavior they are trying tinfluence tinclude the upstream market of individuals whose participation is needed tmake changes - Utilizes and synthesizes a number of different strands of scholarship (the evolution of social problems, the science of framing, the process of social change, social marketing history and elements, etc)
