Social marketing in public health

    Authors

    S. Grier;C. A. Bryant

    Comments

    Authors: contact us about adding a copy of your work at STARS@ucf.edu

    Abbreviated Journal Title

    Annu. Rev. Public Health

    Keywords

    audience segmentation; consumer research; consumer orientation; theory; evaluation; BEHAVIOR-CHANGE; Public, Environmental & Occupational Health

    Abstract

    Social marketing, the use of marketing to design and implement programs to promote socially beneficial behavior change, has grown in popularity and usage within the public health community. Despite this growth, many public health professionals have an incomplete understanding of the field. To advance current knowledge, we provide a practical definition and discuss the conceptual underpinnings of social marketing. We then describe several case studies to illustrate social marketing's application in public health and discuss challenges that inhibit the effective and efficient use of social marketing in public health. Finally, we reflect on future developments in the field. Our aim is practical: to enhance public health professionals' knowledge of the key elements of social marketing and how social marketing may be used to plan public health interventions.

    Journal Title

    Annual Review of Public Health

    Volume

    26

    Publication Date

    1-1-2005

    Document Type

    Article

    Language

    English

    First Page

    319

    Last Page

    339

    WOS Identifier

    WOS:000228981500015

    ISSN

    0163-7525; 978-0-8243-2726-2

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