This book is designed for people interested in social marketing and who do not have much money. The book is not a tool kit, or a workbook, or a guide. It is a compilation of articles about issues, themes, definitions, and case studies from social marketing. Many of the articles originally appeared in "Social Marketing Quarterly." They are low-cost suggestions about how "thinking like a marketer" can improve any program of social change. The book is divided into the following chapters: (1) "Social Marketing: An Evolving Definition"; (2) "Social Marketing: What's the Big Idea?"; (3) "Forget Messages...Think about Structural Change First"; (4) "Marketing with No Budget"; (5) "Homegrown Social Marketing--What Next?"; (6) "Branding and Brand Envy"; (7) "Social Marketing Lite: A Practical Future for a Big Idea"; (8) "Application to AIDS Prevention"; and (9) "Application to Education Reform." Each chapter contains data figures and references. Appended is an article, "Behavioral Science Theory," by Richard Windsor, Susan E. Middlestadt, and David Holtgrave. (BT)