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Social marketing is an exciting new field of study that promises much to help alleviate many dilemmas of the human condition. It may be associated with any social project undertaken where human interests (short and long term) override commercial ones. The Promise of Social Marketing examines the potential of this new field to help address effectively local and global issues that most nations are grappling with. It clarifies the history, philosophies, disciplines and techniques associated with best practice and highlights the need to engage with this field to help develop it further, so as...