W. Rand Smith
Social marketing: an overview of approach and effects
Academy for Educational Development
paper reviews applicability commercial social marketing teen driving safety draws wide range information including evaluation studies specific programs well standards practice within two professions social marketing widely applied three decades fields public health environmental protection political marketing significant success paper attempts distinguish practice commercial marketing whose goal profit practice social marketing whose goal societal benefit issues sustainability segmentation differences behavioral characteristics cultural competence discussed specific examples drawn transportation safety literature paper suggests social marketing represents viable companion control education approaches behavior change promote teen driving safety