Developing Marketing Programs
Marketing has been a popular topic among health professionals in recent years. The concept of applying marketing to changing health behaviors among consumers—and professionals—has become almost faddishly popular. A few years ago one health professional said about marketing, “This is just another flash in the pan, like management-by-objectives was a while back. It’ll pass.” Yet, marketing in the health field is more topical today than ever, and it promises to continue to grow in interest in the foreseeable future.
KeywordsHealth Behavior Change Marketing Effort Product Concept Marketing Program Market Definition
Unable to display preview. Download preview PDF.
- Fine, S. The marketing of ideas and social issues. New York: Praeger, 1981.Google Scholar
- Fox, K. Time as a component of price in social marketing. In 1980 educators’ conference proceedings (Series No. 46). Chicago: American Marketing Association, 1980.Google Scholar
- Kotier, P. Marketing for nonprofit organizations (2nd ed.). Englewood Cliffs, N.J.: Prentice-Hall, 1982.Google Scholar
- National Cancer Institute. Pretesting in health communications. (NIH Publication No. 83-1493, Revised December 1982). Washington, D.C.: U.S. Government Printing Office, 1982.Google Scholar