ABSTRACT
This chapter explores the use of social marketing to increase the use of the bicycle as a mode of everyday travel. The most significant component of cycling provision is infrastructure that is suitable and fit for purpose for cycle traffic. Promoting the use of the bicycle can also include the encouragement of cycling through education, training and economic levers such as the pricing of alternative forms of mobility. In this chapter we contend that social marketing should be added to this list of tools and techniques.
