The power of social marketing: Concept and application to sustain positive health behaviors.
详细信息
- 作者：DeStefano ; Maria Eleanor.
- 学历：Master
- 年：2013
- 关键词：Health Care Administration ; Dr. Dana Hart ; disciplin
- 毕业院校：Utica College
- Department：Health Care Administration.
- ISBN：9781303622878
- CBH：1549668
- Country：USA
- 语种：English
- FileSize：2799137
- Pages：88
文摘
This capstone report captures the origins of social marketing and discusses the methodologies of commercial marketing,its foundation. Relevant behavior-related tools and techniques,which have successfully supported commercial marketing for many decades,and more recently social marketing,are described so they are understood and appropriately used. The tools and techniques are especially meaningful for social marketers to truly understand the target consumer-participants and tailor effective behavior-change messaging. The identification of a social marketing problem is discussed along with how desirable and undesirable behaviors are ethically determined. Demonstration of social marketing plan elements,including how to conduct target market research,is presented by retrospective evaluation of two executed social marketing programs. How these campaigns attempted to address distinct,health-related,societal needs is discussed along with their successes,failures and what could have been done better. The research found evidence that social marketing is under-utilized,especially in the U.S. Recommendations are accordingly made to increase awareness and knowledge of social marketing among practitioners who in turn can increase awareness,acceptance and broaden use. The capstone report shows how thoughtful and well-designed social marketing programs can be used to change as well as sustain positive health behaviors of target group individuals and societies.