Chapter

Social marketing in developing countries

William A Smith

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/9780199550692.003.21
 Social marketing in developing countries

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Social marketing designs products or services to meet the special needs of poor people. This chapter focuses on this unique contribution of social marketing, developed out of the necessity to compensate for dysfunctional public systems. It offers lessons about social marketing to low-income rural populations; uses examples from developing countries to show that social marketing can work when targeting poorer communities; and provides valuable lessons that social marketers can learn and apply in their own local interventions.

Keywords: social marketing initiatives; poor people; developing countries; public welfare

Chapter.  6362 words. 

Subjects: Public Health and Epidemiology

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