Abstract
The author considers the opportunities offered by marketing in the field of road safety. Marketing is defined as an approach which takes into account social, cultural, economic, political and legal developments and offers a solution. Examples are given in the transport field where the needs of the user have not been considered and suggestions are made as to where alliances could usefully be formed. Areas discussed include drink driving and the wearing of cycle helmets. The development of a market-orientated policy is described. Three stages are outlined: a) analysis of the road user, b) social relationships and c) products.