This group is about social marketing, using marketing to design and implement programs to promote socially beneficial behaviour change (Grier & Bryant, 2005). Not social media marketing which uses social media such as facebook or twitter as a new medium for marketing.

Social marketing is often viewed as a method for designing communication campaigns rather than developing comprehensive interventions that integrate the full marketing mix of product, price, place, and promotion. The power of soical marketing lies in the integration of all elements of the marketing mix rather than the magic of advertising messages.