Chapter

The case for social marketing

Jeff French

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199550692.003.01
 The case for social marketing

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This chapter explores why social marketing is increasingly being applied by governments and public sector institutions when developing interventions to bring about social good. It argues that citizens' views and wants will and should assume more prominence in planning and delivery of all social programmes. This transfer of power will lead to more effective interventions, and increasingly empowered and demanding citizens. Such a change will mean that governments and their agencies will increasingly look to enhance legislation and education as well as other forms of state intervention with approaches that encourage, engage, and enable people to act to improve their own health and the well-being of others. Among such new forms of intervention, social marketing offers an approach that is citizen-centric and also focused on delivering measurable return on investment. It is probable, therefore, that social marketing will increasingly become an integral part of state-funded endeavours to promote health and social good.

Keywords: social marketing; public sector programmes; public policy; public sector organizations

Chapter.  8908 words.  Illustrated.

Subjects: Public Health and Epidemiology

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