Few realize that the methods behind the social marketing discipline are not new but are based on traditional sales techniques reengineered to advocate social responsibility. Since emerging, the movement has prompted a rapid change in how we communicate and what we say. Funding from government agencies, foundations, and organizations like the National Cancer Institute and the American Heart Association have prompted campaigns that promote healthy behaviors and deter unhealthy actions. In this three-volume set, a panel of experts take an unprecedented look at this marketing phenomena as a means of influencing behaviors that benefit individuals and society overall.

This comprehensive collection examines the role of persuasion in a marketing context. The book's central theme is woven throughout each of the three volumes: volume one focuses on the conceptual and philosophical foundations of the trend; the second part addresses its theoretical and strategic dimensions; and the final section discusses applications to specific societal issues like personal, public, and environmental caretaking; disease prevention; good nutrition; and safe sex. Chapters address campaign planning, regulatory and compliance issues, and the measurement of outcomes.

很少有人意识到，社会营销学科背后的方法并不新鲜，而是建立在传统销售技术的基础上，重新设计以倡导社会责任。自出现以来，这场运动促使我们的交流方式和说话方式发生了迅速的变化。来自政府机构、基金会以及国家癌症研究所和美国心脏协会等组织的资金推动了促进健康行为和阻止不健康行为的运动。在这三卷书中，一个专家小组史无前例地将这种营销现象视为影响个人和社会整体利益的行为的一种手段。
这一综合性的收集检查说服在营销环境中的作用。这本书的中心主题贯穿于三卷中的每一卷：第一卷侧重于这一趋势的概念和哲学基础；第二部分论述其理论和战略层面；最后一节讨论具体社会问题的应用，如个人、公众和环境护理；疾病预防；营养良好；安全性行为。各章讨论了活动规划、监管和合规问题以及结果的衡量。