Introduction to Social Marketing for Public Health, by noted social marketing scholar and consultant R. Craig Lefebvre focuses on the use of marketing principles and techniques to develop population-based health promotion and disease prevention programs. It features a practical emphasis on incorporating a marketing orientation and marketing techniques to address the diverse range of issues and problems that are encountered in the modern day practice of public health. The book's comprehensive view of social marketing includs its research base, its applications to a diverse set of social problems, and the focus on the public health field for which it has been most thoroughly explored. The book promotes social marketers as scientists-practitioners who must understand the theory and research of social marketing as it is applied to designing effective social change programs.