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Social Marketing

  • By: Timothy Edgar
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

Social marketing is a framework or tool frequently used as a guide for developing initiatives aimed at behavior change related to personal health or the environment. Scholars and practitioners first used the term social marketing and began to outline the basic principles of this perspective in the 1970s. Social marketing quickly gained traction and has been used as the guiding framework behind many campaigns internationally by practitioners and scholars interested in health and communication. The foundational ideas behind social marketing have their roots in established approaches developed by commercial marketers to drive consumer decision making. In the same way that commercial marketers sell products through a carefully formulated mix of strategies focused on consumer need and desire that go far beyond mere advertising, social marketers ...

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