Asian financial storm in 1997 seriously impacted the banks of Asia. Likewise, the banking industry of Taiwan was by no means staying away from the disturbances. In consequences, bad debts increased enormously. Hence, the government announced related measures to rescue the financial industry continuously. After the storm, the banks reverted with a new operation model¡Xwinning major profits from risk-free transaction charge, instead of gaining spreads from loan businesses. In another word, ¡§Wealth Management¡¨ means ¡§Money Management¡¨. According to the report under the title of ¡¨The consumption financial market in Asia, the future change of the decade¡¨ published by SSB in 2003, the potential of wealth management market in Taiwan is astonishing. In Year 2000, the number of families holding property available for investment over NT¢C3,300,000 was 400,000 in total. Hopefully, the number could exceed 1,010,000 with a 9.8% growth rate per year. Comparing with European countries and USA, Taiwan can be regarded as a virgin soil to rival. Therefore, all the banks set foot in this market one after another. This research has been composed based on case study. It adopts marketing 4Ps (Product, Price, Place & Promotion) as the principle approach and the method of ¡§interview¡¨ to probe into the marketing policy of the ¡§selected bank¡¨, by presenting the current condition and problem the bank faces in developing wealth management business, and thus bring up opinions of the writer.

Aim: The aim of the study is to investigate how social enterprises can use social marketing for image building, and changing behaviors in the society.   Methodology: A qualitative method was used, based on 10 interviews from two social enterprises in Gavle. The data was collected through face-to-face, and email interviews Results and Conclusions: The study explored that social enterprises are focused on relationship marketing and more people oriented. Major social marketing components they are using are word of mouth, networking, online presence, and awareness campaigns. Suggestions for Future Work: A quantitative study can be conducted in order to have in depth analysis from targeted audience point of view. Furthermore, research can also be conducted by asking target audience the importance of relations in social causes, and by including networks such as cooperation with other companies of social enterprises, or donors. Contribution of Thesis: This study contributes on three levels, theoretical, managerial and societal. Theoretically this study adds to the ongoing research in social marketing and social enterprises as it combines the both. Additionally this study also indicates that social marketing is focused on relational aspects of marketing. On the societal level this study shows how social marketing affects people by changing their behaviors. Managerial contribution refers to the fact that social marketing is an important tool, since many social enterprises are on the rise, so social marketing can be used in order to get more fruitful results in the social cause oriented businesses.