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Obesity EpidemiologyFrom Aetiology to Public Health$
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David Crawford, Robert W. Jeffery, Kylie Ball, and Johannes Brug

Print publication date: 2010

Print ISBN-13: 9780199571512

Published to Oxford Scholarship Online: January 2011

DOI: 10.1093/acprof:oso/9780199571512.001.0001

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Social marketing approaches to obesity prevention

Social marketing approaches to obesity prevention

Chapter:
(p.380) Chapter 22 Social marketing approaches to obesity prevention
Source:
Obesity Epidemiology
Author(s):

Hans C.M. van Trijp

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199571512.003.0022

This chapter introduces social marketing approach and its possible applications in the field of obesity prevention. Because social marketing approaches to obesity are just beginning to emerge, it draws on the social marketing approaches in the public health literature more generally. It shows that several features of social marketing thinking have already been successfully included in public health planning processes. However, although social marketing shares many features with other related public health planning processes, it is distinguished by the systematic emphasis marketers place on the strategic integration of the elements in marketing's conceptual framework.

Keywords:   obesity prevention, obesity control, social marketing, public health planning, public health intervention

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