Social Marketing: Singapore, Malaysia and Thailand

Abstract

Social marketing is increasingly being used by governments and organisations to address a broad range of social and health problems. This chapter starts by defining social marketing and outlining the key benchmark criteria used by practising social marketers. The chapter highlights social marketing as a means to change voluntary behaviour in individuals and to influence policy. Case study examples are included throughout to provide examples of how practising social marketers are changing behaviour for the better in Singapore, Thailand and Malaysia.