Providing evidence for social marketing’s effectiveness

Martine Stead and Ross Gordon

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI:
 Providing evidence for social marketing’s effectiveness

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This chapter sets out the need for providing evidence of effectiveness and examines the challenges this poses to social marketing. It focuses primarily on reviewing evidence of social marketing's effectiveness in four areas: nutrition, substance misuse, physical activity, and the workplace. It concludes that although definitive proof of effectiveness is often unobtainable, efforts to develop and refine evidence of the impact of social marketing initiatives should, and indeed must, continue.

Keywords: social marketing; nutrition; substance abuse; physical activity; the workplace

Chapter.  8570 words. 

Subjects: Public Health and Epidemiology

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