This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together...

'This is essential reading for social marketing practitioners, researchers and students. The book describes a comprehensive range of behaviour change theories of relevance to social marketing and is complemented with illustrative case studies to provide practical guidance on the use of the...