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<em><strong>Turning Principle into Practice </strong><br /> </em><br /> <strong>Social Marketing: Changing Behaviors for Good</strong> is the definitive textbook for the planning and implementation of programs designed to influence social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term