How can public and nonprofit organizations effectively apply commercial marketing principles to promote social causes and influence public behavior? Seymour H. Fine, an expert in the field, provides a comprehensive framework for adapting traditional marketing strategies to the unique constraints and goals of mission-driven agencies. The text synthesizes theoretical models with practical applications to address the complexities of social marketing in the public sector.

This text serves as a foundational academic resource for students and practitioners seeking to understand the intersection of marketing theory and social advocacy. The material offers a structured, methodical approach to the challenges inherent in promoting public interest rather than commercial profit.