New Textbook Traces Background, Evolution of Social Marketing

RESEARCH TRIANGLE PARK, N.C. – A new textbook, Social Marketing and Social Change: Strategies and Tools for Improving Health, Well-Being, and the Environment, presents how a people-centered approach can be used to design, implement, measure and manage innovative programs that improve their lives.

The book was written by Craig Lefebvre, Ph.D., a lead change designer at RTI International.

Social marketing is the application of marketing concepts and techniques to address health and social issues, such as health and safety promotion, disease prevention, and environmental sustainability, among other topics. 

The book includes multi-level theories of change, research findings, and case studies to illustrate how social marketing is used to develop more effective, efficient, equitable and sustainable solutions to community and global challenges.

“Social marketing is a discipline that utilizes marketing strategies to serve the social purpose motive rather than the profit one,” Lefebvre said.  “It emerged as people in many different fields came to the realization that the old ways of solving problems are not working with the complex ones we face today. This book outlines how these approaches have developed and are evolving.”

The first comprehensive social marketing text of its kind, the book is well suited for students as well as professionals in health, nonprofit, business, social services and other areas. 

“This is it -- the comprehensive, brainy road map for tackling wicked social problems … in a world that needs the help,” said  Bill Novelli, professor, McDonough School of Business, Georgetown University; former CEO of AARP; and founder, Porter Novelli public relations.

Lefebvre has been on the leading edge of developing social marketing and communication programs for public health and social issues for 25 years. He is a recognized leader in the application of social media and mobile technologies in public health practice. 

The book is published by Jossey-Bass and available on the Jossey-Bass website as a paperback and an ebook.