This book, an adaptation of Nancy R. Lee and Philip Kotler’s highly successful book  Social Marketing: Influencing Behaviors for Good , 4th Edition, is structured around the ten-step marketing planning process that trains and encourages those in positions responsible for influencing public behaviors to undertake a systematic and comprehensive approach to behaviour change rather than jumping to the stage of producing just ads or distributing condoms. The book will convince readers when employing social marketing, it takes more than this. The book illustrates the planning process, importance of research, and related concepts through numerous examples that are of high quality and diverse contexts. It is one of the first books to bring together excellent social marketing thoughts related to the Indian situation at one place. Through these discussions, the book proposes new ways to address old problems related to public health, injury prevention, environment protection, community harmony, and financial well-being. In a nutshell, if you want to learn how to fix India’s problems, this book is for you. "This text invites professionals working in government, nonprofit, corporate, and funding communities in India to take advantage of the well-accepted social marketing framework and improve success of their behavior change efforts. As India embarks on an exciting future, we cannot neglect the myriad social problems it faces. This book provides guidance to overcome those challenges. While the Indian text retains the foundational conceptual knowledge and a few relevant examples, it is substantially modified with the inclusion of numerous high-quality case studies, examples, and insights specific to the Indian context and sensibilities." -- Excerpt from the Foreword by Philip Kotler Sameer Deshpande, Ph.D ., is an Associate Professor of Marketing in the Faculty of Management and a member of the Center for Socially Responsible Marketing at the University of Lethbridge, Canada. Sameer grew up and completed his initial schooling in Mumbai. He completed his undergraduate in R.A. Podar College of Commerce and Economics, University of Mumbai, and Post Graduate Diploma in Advertising and Communications Management at the Narsee Monjee Institute of Management Studies. After working for a couple of years in Trikaya Grey advertising as a media planner for various brands including Pantene shampoo and Old Spice aftershave of Procter & Gamble, he moved to the United States to complete his M.A. and Ph.D. in communication at the University of Wisconsin-Madison. During his Wisconsin days he was exposed to the world of social marketing thanks primarily to the guidance offered by the marketing professor, Michael Rothschild. Over past 15 years Sameer has worked on numerous social marketing research projects. These have included understanding application of marketing principles to promote a variety of behaviors including responsible alcohol use among college students, alternative rides to reduce driving after drinking among young adult men, alcohol abstinence among pregnant women, hand hygiene among health-care workers, and condom use among men of reproductive age. In addition to conducting research and publishing its findings in academic journals, Sameer has also conducted training programs and offered consultancy on social marketing topics to nonprofit, government, and corporate sector in India, Canada, Australia, United States, and United Kingdom. Please contact him with your thoughts on the book at sameerdeshpande@hotmail.com or sameer.deshpande@uleth.ca Nancy R. Lee, is president of Social Marketing Services, Inc., in Seattle, Washington, a strategic advisor for social marketing campaigns at C+C in Seattle, an affiliate instructor at the University of Washington, where she teaches social marketing. With more than 35 years of practical marketing experience in the public and private sectors, Ms. Lee has held numerous corporate marketing positions, including vice president and director of marketing for Washington State’s second-largest bank and director of marketing for the region’s Children’s Hospital and Medical Center. Ms. Lee has participated in the development of more than 250 social marketing campaign strategies for public sector agencies, and consulted with more than 100 nonprofit organizations . Clients in the public sector include the Centers for Disease Control and Prevention (CDC), Environmental Protection Agency (EPA), Washington State Department of Health, Office of Crime Victims Advocacy, County Health and Transportation Departments, Department of Ecology, Department of Fisheries and Wildlife, Washington Traffic Safety Commission, City of Seattle, and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below: ·       Health: COVID-19, opioid overdose, teen pregnancy prevention, HIV/AIDS prevention, nutrition education, sexual assault, diabetes prevention, adult phy