Marketing Principles and Behavioral Medicine

An Overview
  • Kathleen A. Brehony
  • Lee W. Frederiksen
  • Laura J. Solomon


The dramatic increase in the human life span in the twentieth century has been largely attributed to major advancements in disease control. For example, in the United States an average of 21,000 cases of poliomyelitis per year was reported in the 5-year period before the introduction of the polio vaccine in 1955. As a result of mass immunization campaigns, the incidence of this disease was reduced to seven reported cases annually by 1974 (Berkow, 1977). Currently, there are no epidemics of polio, smallpox, cholera, leprosy, or malaria in this country, but other major health problems continue unabated.


Behavioral Medicine Marketing Strategy Social Marketing Market Segmentation Social Marketer 
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.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Berkow, R. (Ed.). The Merck manual. Rahway, N.J.: Sharpe and Dohme Research Laboratories, 1977.Google Scholar
  2. Bernstein, D. A., & Glasgow, R. E. Smoking. In O. F. Pomerleau & J. P. Brady (Eds.), Behavioral medicine: Theory and practice. Baltimore: Williams & Wilkins, 1979.Google Scholar
  3. Bloom, P. N., & Novelli, W. D. Problems and challenges of social marketing. Journal of Marketing, 1981, 45, 79–88.PubMedCrossRefGoogle Scholar
  4. Brehony, K. A., Geller, E. S., Benson, B. A., & Solomon, L. J. Epidemiological data and agoraphobia: An American sample. Unpublished manuscript, Virginia Polytechnic Institute and State University, 1980.Google Scholar
  5. Craighead, W. E., Kazdin, A. E., & Mahoney, M. J. Behavior modification: Principles, issues and applications. Boston: Houghton Mifflin Co., 1976.Google Scholar
  6. Frederiksen, L. W., & Simon, S. J. Modification of smoking behavior. In R. S. Davidson (Ed.), Modification of pathological behavior. New York: Gardner Press, 1979.Google Scholar
  7. Health costs: What limit? Time, May 28, 1979, pp. 60-68.Google Scholar
  8. Hutchins, R. M. Great books of the western world: Vol. 10. Hippocrates and Galen. Chicago: Encyclopaedia Britannica, Inc., 1952.Google Scholar
  9. Kotier, P. Marketing for non-profit organizations. Englewood Cliffs, N.J.: Prentice-Hall, 1975.Google Scholar
  10. Kotier, P., & Zaltman, G. Social marketing: An approach to planned social change. Journal of Marketing, July 1971, pp. 3-12.Google Scholar
  11. Martin.
    G. Personal communication, September 1979.Google Scholar
  12. Partnow, E. The quotable woman. Garden City, N.Y.: Anchor Press, 1978.Google Scholar
  13. Pomerleau, O. F., & Brady, J. P. Behavioral medicine: Theory and practice. Baltimore: Williams & Wilkins, 1979.Google Scholar
  14. Solomon, D. S. Social marketing and health promotion: The Stanford Heart Disease Prevention Program community studies. Paper presented to the Association for the Advancement of Behavior Therapy, San Francisco, December 1979.Google Scholar
  15. Solomon, L. J. Personal communication, August 5, 1982.Google Scholar
  16. Stunkard, A. J. Behavioral medicine and beyond: The example of obesity. In O. F. Pomerleau & J. P. Brady (Eds.), Behavioral medicine: Theory and practice. Baltimore: Williams & Wilkins, 1979.Google Scholar
  17. U.S. Department of Health, Education, and Welfare. Healthy people: The surgeon general’s report on health promotion and disease prevention. Washington, D.C.: U.S. Government Printing Office, 1979.Google Scholar
  18. U.S. Department of Health, Education and Welfare. Yale conference on behavioral medicine. Washington, D.C.: U.S. Government Printing Office, 1977.Google Scholar
  19. Wiebe, G. D. Merchandising commodities and citizenship on television. Public Opinion Quarterly, Winter 1951-1952, pp. 679-691.Google Scholar
  20. Williams, L. W. Rx needed: First aid for rising health care costs. P.P.G. Products Magazine, 1983, 91, 1.Google Scholar

Copyright information

© Springer Science+Business Media New York 1984

Authors and Affiliations

  • Kathleen A. Brehony
    • 1
  • Lee W. Frederiksen
    • 2
  • Laura J. Solomon
    • 3
  1. 1.Phobia Clinic of Southwest VirginiaRoanokeUSA
  2. 2.Department of PsychologyVirginia Polytechnic Institute and State UniversityBlacksburgUSA
  3. 3.Department of PsychologyUniversity of VermontBurlingtonUSA

Personalised recommendations