Nancy R. Lee, MBA, has more than 30 years of professional marketing experience and is a teaching associate at the University of Washington, where she teaches social marketing in the Evans School of Public Policy and Governance.

Foreword Preface 1. Citizen Behavior Change for Good: Three Options 2. More on the Social Marketing Option: 10-Step Planning Model and 15 Principles for Success 3. Social Marketing to Improve Public Health: 10 Success Stories 4. Social Marketing to Reduce Fatal and Nonfatal Injuries: 10 Success Stories5. Social Marketing to Protect the Environment: 10 Success Stories 6. Social Marketing to Engage Communities: Six Success Stories 7.Social Marketing to Enhance Financial Well-Being: Six Success Stories8. Social Marketing to Increase Academic Performance: Six Success Stories9. Decision Criteria and Assessment Tools 10. Supporting a Successful Social Marketing Approach: The Policymaker's Role Appendix A: Social Marketing Plan Example: Youth Suicide Prevention Appendix B: Social Marketing Plan Example: Emergency Preparedness