The Role of Social Marketing in Influencing Consumer Behaviour

Commercial marketers have turned their attention to the social welfare sector and are considering ways in which marketing techniques can be used to promote service use, improvements in life-style, and changing public attitudes. This paper examines the concept of what is termed "social marketing", and looks at the difficulties it faces, and finally discusses the need for social policy analysts to become more aware of the uses of and the issues relating to the increased use of social marketing by governments.