Many countries and communities are dealing with groups and growing numbers of individuals who are delaying or refusing recommended vaccinations for themselves or their children. This has created a needfor immunization programs to find approaches and strategies to address vaccine hesitancy. An important source of useful approaches and strategies is found in the frameworks, practices, and principlesused by commercial and social marketers, many of which have been used by immunization programs.This review examines how social and commercial marketing principles and practices can be used to helpaddress vaccine hesitancy. It provides an introduction to key marketing and social marketing concepts,identifies some of the major challenges to applying commercial and social marketing approaches toimmunization programs, illustrates how immunization advocates and programs can use marketing andsocial marketing approaches to address vaccine hesitancy, and identifies some of the lessons that com-mercial and non-immunization sectors have learned that may have relevance for immunization. Whilethe use of commercial and social marketing practices and principles does not guarantee success, the evi-dence, lessons learned, and applications to date indicate that they have considerable value in fostering vaccine acceptance