Abstract
This article addressed the applicability of marketing concepts to the delivery of community health programs, with specific emphasis on health promotion. The realization that marketing has much to offer community health is not new. However, the article “highlights” health promotion and develops a framework that integrates the goals, action criteria and feasible actions that can lead to behavioral and environmental changes conducive to health.
Chapter PDF
Similar content being viewed by others
Keywords
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.
References
Philip Kotler, Marketing for Nonprofit Organizations, Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1975, p. 320.
Philip Kotler and Sidney L. Levy, "Broadening the Concept of Marketing," Journal of Marketing, Vol. 33 (January, 1969), pp. 10–15.
Standards—Community Health Nursing Practice, Kansas City, Missouri: American Nurses' Association, 1973, p. 2.
Martin Fishbein and Icek Ajzen, Belief, Attitude Intention and Behavior, (Reading, Mass.: Addison-Wesley Publishing Co.), 1975.
Mary Jane Schlinger, "The Role of Mass Communications in Promoting Public Health" and Lawrence H. Wortzel, "The Behavior of the Health Care Consumer. A Selective Review," in Proceedings: Advances of Consumer Research, Sixth Annual Conference, Association of Consumer Research, 1975, pp. 295–303.
Philip Kotler, "Strategies for Introducing Marketing Into Non-profit Organization," Journal of Marketing, Vol. 43 (January, 1979), pp. 37–44.
Gerald Zaltman and Ilan Vertinsky, "Health Services Marketing: A Suggested Model," Journal of Marketing, Vol. 35 (July, 1971), pp. 19–27.
Richard Oliver and Philip Berger, "A Path Analysis of Preventive Health Care Decision Models," Journal of Consumer Research, Vol. 6 (September, 1979), pp. 113–122.
James F. Engel, Roger D. Blackwell, and David T. Kollat, Consumer Behavior, 3rd ed. (Hinsdale, Illinois: The Dryden Press), 1978.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Williams, A.J., Anderson, K.J., Anderson, J. (2015). Preventive Health Care: A Marketing Approach. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_59
Download citation
DOI: https://doi.org/10.1007/978-3-319-16976-7_59
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
eBook Packages: Business and EconomicsBusiness and Management (R0)