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What Is and What Is Not Social Marketing: The Challenge of Reviewing the Evidence

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Abstract:

This paper describes our experience in undertaking a review of the effectiveness of using social marketing to tackle nutrition problems. One of the biggest challenges was identifying programmes which could be genuinely defined as 'social marketing'. Here we describe how we applied and tested a framework for identifying and assessing legitimate social marketing research. Implications for both social marketing theory and practice are discussed.

Keywords: NUTRITION; SOCIAL MARKETING; SYSTEMATIC REVIEW

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/0267257054307408

Publication date: June 1, 2005

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