Social marketing has the same characteristics but the opposite objectives to “nor­mal” marketing, for instance “customer marketing”. The traditional type of marketing aims to seek profit for the organisation, producer and the sales representative at the expense of the buyer/ consumer/ customer. Social marketing turns this on its head, because the “product” should benefit the buyer/ consumer/ customer. The organisa­tion, producer and the sales representative are sellers trying to change ideas, attitudes and behaviours so that the customer may profit.