Social Marketing

This paper documents the output from a literature review of social marketing which will be used to formulate a research proposal that will serve as the basis of a DBA thesis. The intention was to evaluate the quality of literature from varying sources and to establish if there were research gaps. The research hypothesis for the thesis is that social marketing has the potential to influence crime reporting behaviour by the general public and thereby facilitate the development of more effective strategies to deal with the problem of criminal damage to property in the form of vandalism and graffiti.