This ebook is comprised of key articles from the 2013 World Social Marketing conference. "World 2013" was a vibrant event, bringing together nearly 500 participants from around the globe, all interested in how Social Marketing can help us to benefit society. Despite the tremendous efforts put forth in 84 papers at World 2013, including those presented here, the field is still grappling with issues that seem to defy resolution. Key among these are questions that cut to the very essence of the field: "What is Social Marketing?", and "What should Social Marketing be called?"