Modern society is engaged in a new form of life and business, where besides physical motion, relations, leadership, life, and work, we face digital, virtual connections, remote leadership, virtual offices, and hybrid types of business. A modern society created by intensive use and adoption of Digital Technologies, containing information and communication tools, is shaping the Digital Society. If Social Marketing has the task of changing people's behavior for good, mainly dealing with physical connections, work, and recreation, modern Social Marketing has a more difficult task of understanding the members of digital society to support their balance between work and rest, for communication and life, to save the nature and encourage the people for environmental support and use the nature to support the physicality for the happiness of people.
The modern Social Marketing Concept is Phygital. The happiness of the people and the well-being of their environments depend on the proper physical and digital balance in which Social Marketing has the most significant stake. The Book, based on scientific research, well-known theory, and practice, develops the guidelines for proper social marketing research, study, teaching, and practical social marketing campaigns, which will be needed worldwide for mutual understanding among people and everyday happiness. The authors of this urgent publication have ambitious plans to study the problems of our society, including the clashes of cultures, some legends bringing people to war, and economic and social rules of life, which more competitive formulas of social marketing must replace. The Book contains theories of social marketing, which means the old questions but develops new answers and creates further questions that old answers can not answer. That means modern social marketing in the digital era reveals the methodologies and approaches to influence people for better and happier lives, creating the sustainability of their environments for the extended future.