This ebook contributes to the transformational potential of social marketing, urging social marketers and practitioners alike, to challenge the state of play of the discipline, extending thinking to how social marketers can shape markets rather than how to influence individual behaviours. The five chapters are empirical and conceptual in nature. They highlight the innate complexity of creating social change and the inherent interrelationships of the actor operating within a dynamic market system where interactions (formal and informal, implicit and explicit) occur between actors across varying sectors within the market system.