Developing Social Marketing Plan for Health Promotion

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dc.contributor.authorEdson Coutinho da Silva
dc.contributor.authorMAZZON, J. A.
dc.contributor.authorOrcidhttps://orcid.org/0000-0002-9595-5963
dc.date.accessioned2022-01-12T21:58:59Z
dc.date.available2022-01-12T21:58:59Z
dc.date.issued2016-07-03
dc.description.abstract© 2016 Taylor & Francis.This article aims to introduce and explain a guideline to plan and perform health campaigns through social marketing. The model is based on the social marketing principles and its objective is to help professionals develop an action plan setting step-by-step the processes to produce health campaigns to achieve the ultimate goal behavior change. Three levels of action 10 have been set: (i) diagnosing the social problem; (ii) designing the benefits of changing behavior; and (iii) setting the marketing mix. This social marketing plan is an option to introduce customer orientation backed by integrated marketing aimed at generating consumer satisfaction as the key to behavior change in the public health policies.
dc.description.firstpage577
dc.description.issuenumber8
dc.description.lastpage586
dc.description.volume39
dc.identifier.citationSILVA, E. C. DA; MAZZON, J. A.Developing Social Marketing Plan for Health Promotion. International Journal of Public Administration, v. 39, n. 8, p. 577-586, jul. 2016.
dc.identifier.doi10.1080/01900692.2015.1023447
dc.identifier.issn1532-4265
dc.identifier.urihttps://repositorio.fei.edu.br/handle/FEI/3899
dc.relation.ispartofInternational Journal of Public Administration
dc.rightsAcesso Restrito
dc.subject.otherlanguageBehavior change
dc.subject.otherlanguageCustomer orientation
dc.subject.otherlanguageHealth promotion
dc.subject.otherlanguageSocial marketing
dc.subject.otherlanguageSocial marketing plan
dc.titleDeveloping Social Marketing Plan for Health Promotion
dc.typeArtigo
fei.scopus.citations10
fei.scopus.eid2-s2.0-84954432166
fei.scopus.updated2023-11-01
fei.scopus.urlhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84954432166&origin=inward
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