Marketing is the most commonly used approach by business. It usually focuses on simple changes in behaviour that results in the purchase of goods and services.

Marketing is a highly sophisticated and very well researched approach to behaviour change as it is the principal driver of commerce. It is particularly suited to changes in behaviour where the goods and services are already defined and little interaction with users is required prior to the purchase. 

The main challenges facing marketers are to design something that will be valued, convince users they need it and deliver what is expected including any support that is required.

Effective marketing can be an expensive process and quite complex. It also involves a holistic approach to the promotion and delivery of products and services. For a product or service it is usually an ongoing activity with the associated costs.