How can the concepts of marketing be applied to social issues like - promoting use?

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There is this new concept of Societal Marketing that deals with the applications of Marketing on Social issues.

One of the important aspect of Marketing is Communication. The same can be applied on Social causes while creating the awareness among the masses.

The societal marketing concept embodies a higher and more enlightened plane of marketing thought and practice. The concept has an emphasis on social responsibility and suggests that for a company to only focus on exchange relationship with customers might not be in order to sustain long term success. Rather, marketing strategy should deliver value to customers in a way that maintains or improves both the consumer's and the society's well-being.

Most companies recognize that socially responsible activities improve their image among customers, stockholders, the financial community, and other relevant publics. Ethical and socially responsible practices are simply good business, resulting not only in favorable image, but ultimately in increased sales.