Part I. Theoretical Developments -- Chapter 1. Formulating Effective Social Marketing and Public Health Communication Stategies; Walter Wymer -- Chapter 2. Using Publicity to Enhance the Effectiveness of a Child Obesity Prevention Program; Simone Pettigrew, Lisa Weir, Mark Williams and Sharyn Rundle-Thiele -- Chapter 3. Digital Innovation in Social Marketing: A Systematic Literature Review of Social Marketing Interventions Using Digital Channels for Engagement; Krysztof Kubacki, Sharyn Rundle-Thiele, Lisa Schuster, Carla Wessels, Naomi Gruneklee -- Chapter 4. Does context matter? Australian Consumers' Attitudes to the Use of Messages and Appeals in Commercial and Social Marketing Advertising; Sandra Jones and Katherine Eagleton -- Chapter 5. Internal Social Marketing, Servicescapes and Sustainability: A Behavioural Infrastructure Approach; Linda Brennan, Wayner Binney and John Hall -- Chapter 6. Faces of Power, Ethical Decision Making and Moral Intesity; Jan Brace-Govan -- Chapter 7. Social Influence and Blood Donation: Cultural Differences between Scotland and Australia; Rebekah Russell-Bennett, Geoff Smith, Kathleen Chell and Jennifer Goulden -- Chapter 8. On Dreching the Massive, Mature Tourist Destinations in the Sunny and Sandy Social Marketing Innovation; Gonzalo Diaz Meneses and Ignacio Luri Rodríguez -- Chapter 9. Innovations in Social Marketing and Public Health Communication: Improving Quality of Life for Individuals and Communities; Marlize Terblanche-Smit and Nic Terblanche -- Chapter 10. Behavioural Factors Determining Fruit Consumption in Adolescents and Characteristics of Advertising Campaigns towards Possible Increased Consumption; Joana Gidinho and Helena Alves -- Part II. Applied Research -- Chapter 11. Promoting Mental Health and Well-Being in Individuals and Communities: The 'Act-Belong-Commit' Campaign; Rob Donovan and Julia Anwar-Henry -- Chapter 12. Preparation without Panic: A Comprehensive Social Marketing Approach to Planning for a Potential Pandemic; Sandra Jones, Don Iverson, Max Sutherland, Chris Puplick, Julian Gold and Louise Waters -- Chapter 13. FASD Prevention Interventions Valued by Australian and Canadian Women; Sharyn Rundle-Thiele, Robin Thurmeier, Sameer Deshpande, Magdalena Cismaru, Anne Lavack, Noreen Agrey and Renata Anibaldi -- Chapter 14. Does Social Marketing Have a Role in Skin Cancer; Tim Crowley and Maurice Murphy -- Chapter 15. Tomorrow's World: Collaborations, Consultations and Conversations for Change; Sinead Duane, Christine Domegan and Patricia McHugh -- Chapter 16. 'Working without Occupational Health and Safety is a Thing of the Past': The Effectiveness of a Workplace Health and Safety Campaign in Andalusia (Spain); María José Montero-Simó, Rafael Araque-Padilla and Juan Miguel Rey Pino -- Chapter 17. Improving Quality of Life by Preventing Obesity; Tatiana Levit, Lisa Watson and Anne M. Lavack -- Chapter 18. The One to One Movement: The New Social Business Model; M. Isabel Sánchez-Hernández -- Chapter 19. The Nature of Family Decision Making at the Bottom of the Pyramid (BoP) - Social and Managerial Implications; Shruti Gupta and christina Sesa -- Chapter 20. Designing Social Marketing Activities to Impact the Shaping of Expectations of Migrants in Health Service Encounters: The Case of African Migrant Blood Donation in Australia; Ahmed Ferdous, Michael Polonsky, Bianca Brijnath and Andre Renzaho -- Chapter 21. Sustainability Marketing: Reconfiguring the Boudaries of Social Marketing; Ken Peattie.