Social Marketing of Health Behavior

  • Philip Kotler

Abstract

We are coming to recognize that there is a marketplace of ideas just as there is a marketplace of goods. Examples abound of organizations striving to motivate the public to adopt a new idea or practice. For example, the National Safety Council wants people to wear their safety belts when driving, and the American Cancer Society wants people to stop smoking. The American Medical Association wants people to take an annual physical checkup, the New York Police Department wants people to lock their car doors, and the National Organization for Women wants men to view women as equals.

Keywords

Social Marketing Information Campaign Social Marketer Hard Drug Smoke Alarm 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Science+Business Media New York 1984

Authors and Affiliations

  • Philip Kotler
    • 1
  1. 1.J. L. Kellogg Graduate School of ManagementNorthwestern UniversityEvanstonUSA

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