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Social Marketing and Public Health
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Social Marketing and Public Health: Theory and practice

Jeff French, Clive Blair-Stevens, Dominic McVey, and Rowena Merritt


Social marketing is the application of commercial marketing tools and principles to the design, implementation, and evaluation of health and social behaviour-change programmes. It focuses on target groups within the population, tailoring campaigns and awareness with the aim of achieving specific behavioural goals relevant to the public good. It is increasingly recognised as a valuable tool within public health, where it can improve health and reduce health inequalities. It is particularly important for influencing voluntary lifestyle behaviours such as smoking, drug use, drinking, and diet. So ... More

Keywords: social marketing, public health, commercial marketing tools, social behaviour-change, target groups, behavioural goals, public good, health inequalities, voluntary lifestyle behaviours, smoking

Bibliographic Information

Print publication date: 2009 Print ISBN-13: 9780199550692
Published to Oxford Scholarship Online: February 2010 DOI:10.1093/acprof:oso/9780199550692.001.0001


Affiliations are at time of print publication.

Jeff French, editor
Executive Director, National Social Marketing Centre, London, UK

Clive Blair-Stevens, editor
Director of Strategy & Operations, National Social Marketing Centre, London, UK

Dominic McVey, editor
Director of Research and Development, National Social Marketing Centre, London, UK