chapter  10
Social marketing and health promotion
ByCraig Lefebvre
Pages 28

Social marketing is an orientation to health promotion in which programmes are developed to satisfy consumers’ needs, strategized to reach the audience(s) in need of the programme, and managed to meet organizational objectives (Lefebvre and Flora 1988). It is a set of principles and techniques that derive from a theoretical perspective based in marketing as it has been developed and practised in the business sector; however, social marketing practitioners borrow heavily from other disciplines (many of them reviewed in other chapters of this book) in conceptualizing approaches to changing people’s attitudes and behaviours.