ABSTRACT
SUMMARY. The North Carolina Division of Public Health has employed traditional marketing concepts to increase the capacity of its programs to use the social marketing process. A Robert Wood Johnson Foundation Turning Point grant enabled this capacity building. During a three-year period there has been over a two-hundred-percent increase in programs attempting to use social marketing in the division. This article describes the division’s application of social marketing concepts, reviews other theories useful to the incorporation of a social marketing approach in a social-change organization, makes suggestions for their application, and presents lessons learned. doi:10.1300/J054v17n01_03 [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: <docdelivery@haworthpress.com> Website: <https://www.HaworthPress.com" xmlns:xlink="https://www.w3.org/1999/xlink">https://www.HaworthPress.com> © 2007 by The Haworth Press, Inc. All rights reserved.]
