Social marketing is an effective way to change behaviors in the health field. Social marketing is the optimal strategy when social objectives are not directly and immediately consistent with people's personal interests, but they can be influenced to change, the consequences becoming more advantageous. Marketing promotes voluntary behavioral change, giving citizens freedom of choice. Marketing creates a more favorable environment for change by increasing the attractiveness of the benefits and minimizing costs.
behavior, change, health, marketing
Andreasen A., 1995. Marketing social change. San Francisco, CA: Jossey – Bass.
Donovan, R.J., Henley, N., 2010. Principles and Practices of Social Marketing. An International Perspective- Cambridge University Press.
French, J., Blair –Stevens, C., McVey, D., Merritt, R., 2010. Social Marketing and Public Health: Theory and Practice. New York: Oxford University Press.
Kotler Ph, Zaltman G., 1971. Social marketing: an approach to planned social change. Journal of Marketing, 35.
Kotler, Ph., Roberto, N., Lee, N., 2002. Social Marketing. Improving the Quality of Life. Second Edition. Thousand Oaks: SAGE Publications.
Kotler, Ph., Lee, N., 2008. Social Marketing: Influencing Behaviors for Good- Third Edition. London: Sage Publication.
Lee, R.N., Kotler, Ph., 2016. Social Marketing. Changing Behaviors for Good. Fifth Edition. SAGE Publications.
MacFadyen, L., Stead, M., Hastings, G., 1999. Social Marketing. A Synopsis by the Centre for Social Marketing. Glasgow, Scotland, UK. Department of Marketing, University of Strathclyde.
Maibach, E. W., Rothschild M.L., Novelli, W.D., 2002. Social Marketing. In Glanz K., Rimer B.K., Lewis F.M., (editors) Health Behavior and Health Education. Theory, Research and Practice. Third Edition. San Francisco: Jossey – Bass. A Willey Imprint.
McKenzie J.F., Neiger, B.L., Smeltzer J.L., 2005. Planning, implementing and evaluating Health Promotion Programs: a primer. San Francisco: Pearson Education.
Mittelmark, M.B., 1999. Health promotion at the community wide level: lessons learned from diverse perspectives in Bracht, Health promotion at the community level. SAGE Publications, Inc. UK.
Peattie, S., Peattie, K., 2003. Ready to fly solo? Reducing social marketing’s dependence on commercial marketing theory. Marketing Theory, volume 3.
Pellmar, T., Brandt J.E., Baird, M., 2002. Health and behavior . The interplay of biological, behavioral and social influences: Summary of an Institute of Medicine Report. American Journal of Health Promotion, 206-219.
Wills, J., Earle, S., 2007. Theoretical perspectives on promoting public health, in S., Earle, C., Lloyd, M., Sidell, S., Spurr, Theory and research in promoting public health. Thousand Oaks: Sage Publications.