The social or societal notion of marketing is based on the idea that the benefits and costs of alternative means for production and consumption should also be pursued from a societal perspective. Thus, local and national governments may want to promote cycling as a more attractive alternative means of transportation than, say, driving a car. Consumers will of course differ in how they make tradeoffs between options that vary on multiple dimensions such as speed, safety, health, and environmental impact. Suffice it to say that cycling is becoming an increasingly important policy issue. This is true all over the world, although the characteristics of .alternative means of transportation and the stakes of various constituencies differ between countries. Due to such differences, the measures used will differ as well.

URL: http://www.i-ce.info/download/publications/Marketing_of_cycling_final.pdf