This document discusses social marketing. It provides three definitions of social marketing from different sources that emphasize applying marketing principles and techniques to influence voluntary behavior change in a target audience to benefit society. Social marketing focuses on getting a target market to accept, reject, modify, or abandon a behavior. It uses marketing research, segmentation, objectives, positioning, and the marketing mix of product, price, place, and promotion. The primary beneficiary of social marketing is society rather than financial gain. Factors like technology, science, policies, infrastructure, and corporate practices can also influence social issues.