ABSTRACT
This chapter focuses on the challenges of practicing social marketing in a context of community control, ownership, and participation, as well as on the recommendations for meeting them. It provides a more detailed discussion of social marketing and community mobilization. It lays out the differences in definition and perspective between these two orientations to program and intervention design. The chapter focuses in more detail on the role that behavioral research can play in bridging the gap between these two disciplines and their underlying cultures. It discusses the lessons learned about providing technical assistance in social marketing to community partners. The chapter presents recommendations for social marketers for successfully working in partnership with community organizations. It discusses and illustrates two major contributions behavioral scientists can make to the development of social programs in real-life field settings with particular attention to the challenges of integrating social marketing and participatory approaches.
