A history of social marketing

Aiden Truss, Robert Marshall and Clive Blair-Stevens

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI:
 A history of social marketing

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To date, a great deal of writing on the evolution of social marketing has focused almost exclusively on describing its historical link to commercial marketing. This chapter challenges this narrow and only partial view by setting out the discipline's link to social and behavioural sciences. It also looks at the gradual establishment of social marketing in the UK government's health policy agenda.

Keywords: social marketing; public policy; health policy; UK

Chapter.  5197 words.  Illustrated.

Subjects: Public Health and Epidemiology

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