Untitled Document

Social Marketing

The following definitions are excerpted from Drs. Rina Alcalay and Robert Bell's publication, "Promoting Nutrition and Physical Activity through Social Marketing: Current Practices and Recommendations" which define social marketing, distinguish social marketing from product marketing, describes the 5 P's, and the application of marketing concepts.

		Social Marketing Defined

		Social Marketing vs Product Marketing

		Marketing Concepts - The "5 P's"

		Marketing Concepts - Expanded
References: Andreasen, A.R. (1995). Marketing social change: changing behavior to promote health, social development, and the environment. San Francisco: Jossey-Bass. Kotler, P. (1975). Marketing for nonprofit organizations. Englewood Cliffs, NJ: Prentice-Hall. Lefebvre, C., & Flora, J. (1988). Social marketing and public health intervention. Health Education Quarterly, 15, 299-315.Walsh, D.C., Rudd, R.E., Moeykens, B.A., & Moloney, T.W. (1993). Social marketing for public health. Health Affairs, 12, 104-119. Excerpted from Alcalay, R. and Bell, RA. Promoting Nutrition and Physical Activity through Social Marketing: Current Practices and Recommendations. Center for Advanced Studies in Nutrition and Social Marketing, University of California, Davis, CA, 2000.