Although social marketing is generally associated with communication activities and mass media, there exists a broader scope of social marketing that utilises a systematic approach to defining concepts, behaviors, and products for promotion and distribution.

Dynamics of Competitive Advantage and Consumer Perception in Social Marketing explores important social issues that call for reform such as healthcare, self-perceptions, and corporate responsibilities to the environment. This publication will guide readers in the understanding and appreciation of social marketing and give insight to how it can be used to positively alter social conscience and create social change.