Title

Social marketing in public health

Authors

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

Share

COinS