Chapter 1. Defining and Distinguishing Social Marketing -- Chapter 2. 10-Step Strategic Planning Model -- Chapter 3. Research Options -- Chapter 4. Behavior Change Theories, Models, and Frameworks --Chapter 5. Step 1: Social Issue, DEI Considerations, Purpose, Focus, and Step 2: Situation Analysis -- Chapter 6. Step 3: Selecting Priority Audiences -- Chapter 7 Step 4: Behavior Objectives and Target Goals -- Chapter 8. Step 5: Audience Insights -- Chapter 9. Step 6: Crafting a Desired Positioning -- Chapter 10. Step 7.1: Product: Creating a Product Platform -- Chapter 11. Step 7.2: Price: Determining Incentives and Disincentives -- Chapter 12. Step 7.3: Place: Making Access Convenient and Pleasant -- Chapter 13. Step 7.4: Promotion: Deciding on Messages, Messengers, Creative Strategies, and Communication Channels -- Chapter 14. Step 8: Monitoring and Evaluation --Chapter 15. Step 9: Budget and Funding Plans -- Chapter 16. Step 10: Implementation and Sustaining Behaviors Plans