Marketing of alcohol to young people: a comparison of the UK and Poland.
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.
Cooke
Emma
E
Centre for Social Marketing, University of Strathclyde, Glasgow, UK.
Hastings
Gerard
G
Wheeler
Colin
C
Eadie
Douglas
D
Moskalewicz
Jacek
J
Dabrowska
Katarzyna
K
D000293:Adolescent; D000328:Adult; D000428:Alcohol Drinking / Q000331:legislation & jurisprudence / Q000517:prevention & control; D000434:Alcoholic Beverages / Q000600:supply & distribution*; D003431:Cross-Cultural Comparison; D006801:Humans; D011044:Poland; D011640:Public Policy; D040241:Social Marketing; D006113:United Kingdom