This book, by Philip Kotler and Nancy R. Lee, is a blueprint for organizations with an interest in developing and implementing programs for influencing public behaviours. It is very useful for those engaged in community and not for profit activities and, indeed, many of the case studies contained in the book focus on the impact that such programs have had in modifying social behaviour. Kotler and Lee's contention is that it is considerably more difficult to sell behaviour modification than goods or services. For example, how does one convince people to spend more money, or engage in uncomfortable or unfamiliar activities? This book provides many examples of how it is possible and it sets out the basics of how it may be achieved, down to obtaining funding for awareness campaigns. The majority of the case studies centre around health and environment and this publication demonstrates that social marketing can have a significant impact upon a wide variety of issues. The book demonstrates the critical importance of transforming attitudes to matters of concern such as suicide (we are informed that 9.4% of 9th-12th graders attempted suicide one or more times during the past 12 months), binge drinking, school and domestic violence, HIV/AIDs and animal adoption (10 million unwanted animals in animal shelters are euthanized each year)