Marketing Good

This paper argues that one of the most powerful emerging technologies for combining new understandings from a variety of fi elds about how to bring about social good is the discipline of Social Marketing. However there remains a serious underutilization and misinterpretation of what Social Marketing is and what it can contribute to public sector policy and strategy development which needs to be addressed. Th e paper also explores what applying Social Marketing principles strategically as a core component of all social policy would mean for government policy development and citizen.