Sociology 2172A/B Chapter 10: Social Marketing for Public Health
5 Dec 2016
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Document Summary
The term social marketing" was introduced in 1971 by kotler and zaltman: their definition has been modified today. Social marketing process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviour that benefit society. Four major areas of social marketing: health promotion, injury prevention, environmental protection, community mobilization. Social marketing has been applied to a broad range of public health programs: example safe drinking water programs. Not only does it apply to programs but helps professionals develop these programs. Using social marketing for public health global trends. Trend one going global for public health. American invention : social marketing was formulated in america. Trend two integration of downstream, midstream, and upstream efforts. Once called an administrative theory : since it was source dominated. Midstream efforts made to reach those with the ability to influence others in the target market"s community.
