Dr. Christine Domegan, B. Comm, MBS, PhD is a Senior Lecturer in Marketing at the National University of Ireland, Galway. She researches Social Marketing and its application to value co-creation, public policy, strategic partnerships and marketing theory through a multi-disciplinary lens with partners in the UK, USA, Canada and Argentina. Her current work embraces recycling, men’s health, positive aging, health literacy and science in society. Christine teaches Social Marketing at undergraduate and postgraduate levels in Ireland and the UK, including extensive PhD supervision. She combines Social Marketing with service learning research and teaching, bringing a civic engagement dimension to her work. Recent social marketing publications, among others, appear in the Sage Handbook of Social Marketing, the Journal of Nonprofit and Public Sector Marketing, the Journal of Business and Industrial Marketing and the Irish Journal of Management. Christine is also co-author of Marketing Research in Ireland; Theory and Practice, an Irish best selling textbook, now in its third edition.