Why don't people report crime in their neighborhoods? Why don't they join their neighborhood watch? The fact is: Whatever people do—even when it's something that seems crazy to you—they have their reasons. The reasons may not be rational, and some people may not know what their reasons are. But rarely are they waiting for someone else to tell them what to do. Even if you inform people about the risks they face, they may not change their behavior.
The key is to understand people's behavior and change that behavior through marketing. In this section, you will find out the definition of marketing and learn to—