Citation

Cooke E, Hastings G, Wheeler C, Eadie D, Moskalewicz J, Dabrowska K. Eur. Addict. Res. 2004; 10(1): 1-7.

Affiliation

Centre for Social Marketing, University of Strathclyde, Glasgow, UK.

Copyright

(Copyright © 2004, Karger Publishers)

DOI

10.1159/000073720

PMID

14665799

Abstract

This paper takes an international perspective on the marketing of alcohol to young people by examining case studies of the marketing of alcohol in the UK and Poland. It is suggested that marketing is a powerful mechanism for attracting young consumers. The alcohol industry is an innovative industry able to use a wide variety of marketing tools to achieve success in the market-place. It is important to recognise that the marketing activities of the industry are becoming increasingly transnational and that policy response has to be equally transnational.

Language: en