- Summary
- Contents
- Subject index
Key Concepts in Public Health identifies fifty key concepts used across the discipline of public health in order to give the reader a broad perspective of the core topics relevant to training and practice. From epidemiology to health promotion, and ethics to leadership, the book offers an exciting guide to the multiprofessional field. Each entry features a snapshot definition of the concept, a broader discussion addressing the main issues and links to practice, key points relevant to the entry, case studies to illustrate the application to practice, and examples of further reading.
Chapter 12: Social Marketing
Social Marketing
Definition
Social marketing is a customer-centred behavioural intervention approach that can be used to help achieve and sustain different behaviour over time. In the 1970s when it was coined as a term it was largely seen as the use of commercial marketing methods for social good. However, since then it has become a much more mature and integrative discipline. It is sometimes referred to as having ‘two parents’: the ‘social parent’, which draws from the range of social and behavioural sciences, and the ‘marketing parent’.
Debate and discussion within the wider public health and health improvement fields, and in social marketing in particular, has increasingly moved beyond a limited individual focus to consider the wider determinants of health and the potential ...
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