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Social Marketing: An Evolving Definition

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Abstract:

Objective: To review the essential elements of a social marketing approach. Methods: It places emphasis on 4 fundamentals—the marketing mix, segmentation, positioning, and continual marketing. It contrasts commercial and social marketing by focusing on their different objectives—profit versus subsidized social good. Results: Marketing is determined to be a voluntary means to influence human behavior based on a concept of exchange. Conclusion: Social marketing can be distinguished from education approaches that emphasize knowledge as the primary determinant of human behavior and regulatory approaches that use law, sanction, and force to influence behavior.

Document Type: Research Article

DOI: https://doi.org/10.5993/AJHB.24.1.3

Affiliations: Academy for Educational Development, Washington, DC.

Publication date: 2000-01-01

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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