Social Marketing

• What is Social Marketing?
  ... social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors....

• "Are Social Marketing Partnerships a New Imperative?"
  ...Canadians don't believe that corporate charitable contributions need to be motivated solely by altruism, and business is seizing the opportunity through social marketing in corporate partnerships such as Avon with Breast Cancer, Becel with Heart & Stroke Foundation, Bell Canada with Kids Help Phone and Molson's with AIDS...

• Social Marketing For Business, What To Know, What To Do
  Designed to help corporate executives reap the rewards of a well-planned marketing partnership, Social Marketing for Business can be equally helpful to nonprofit organizations that want to understand how corporations will address social issues in the future. Written by two of the principles at Manifest Communications, a 15-year-old company that specializes in social marketing, the book outlines seven principles for establishing an effective program.

• Hands-On Social Marketing: A Step-By-Step Guide by Nedra Kline Weinreich
  This book demystifies the process of developing and implementing a social marketing campaign. The author translates the concepts of marketing into a clear, step-by-step process that almost anyone can follow. It will be indispensable to practitioners in the fields of public health, social services, and health care communications.