Pt. I. Understanding Social Marketing -- Ch. 1. Defining Social Marketing -- Ch. 2. Outlining the Strategic Marketing Planning Process -- Ch. 3. Discovering Keys to Success -- Pt. II. Analyzing the Social Marketing Environment -- Ch. 4. Determining Research Needs and Resources -- Ch. 5. Mapping the Internal and External Environments -- Pt. III. Establishing Target Audiences, Objectives, and Goals -- Ch. 6. Selecting Target Markets -- Ch. 7. Setting Objectives and Goals -- Ch. 8. Deepening Our Understanding of the Target Audience and the Competition -- Pt. IV. Developing Social Marketing Strategies -- Ch. 9. Product: Designing the Market Offering -- Ch. 10. Price: Managing Costs of Behavior Change -- Ch. 11. Place: Making Access Convenient -- Ch. 12. Promotion: Creating Messages -- Ch. 13. Promotion: Selecting Media Channels -- Pt. V. Managing Social Marketing Programs -- Ch. 14. Developing a Plan for Evaluation and Monitoring.

Ch. 15. Establishing Budgets and Finding Funding Sources -- Ch. 16. Completing an Implementation Plan and Sustaining Behavior -- Ch. 17. Making Ethical Decisions -- App. Social Marketing Planning Worksheet.