ABSTRACT
Chapter 1 defines social marketing as a strategic planning process that uses marketing principles and techniques to influence behavior change that benefits society as well as the individual. It further distinguishes social marketing from alternative behavior change strategies, ones that policymakers have historically relied on: Laws and Education. Social marketing is also distinguished from social media, behavioral economics, and social change. A significant portion of the chapter then presents results of a 2016 survey of U.S. state representatives, state senators, and city mayors regarding awareness, attitudes, and engagement in social marketing among elected officials, with findings informing the contents of the guidebook.
