Transcription of Social Marketing for Public Health
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Social Marketing for Public Health
CHAPTERSOCIAL Marketing : A BRIEF OVERVIEWE volution and DefinitionWhen this book was completed in 2009, it had been exactly 40 years since the pub-lication of Kotler and Levy s (1969) pioneering article, Broadening the Concept ofMarketing. It was in this article that the idea of Social Marketing was first intro-duced and discussed. Kotler and Levy clearly proposed that as a pervasive societalactivity, Marketing goes considerably beyond the selling of toothpaste, soap, andsteel, urging Marketing researchers and practitioners to consider whether tradi-tional Marketing principles are transferable to the Marketing of organizations, per-sons, and ideas (p. 10).Subsequently, the term Social marketingwas formally introduced in 1971 ( ,Basil, 2007; Kotler & Lee, 2008), when Kotler and Zaltman (1971) coined the Marketing for Public HealthAn IntroductionHong Cheng, Philip Kotler, and Nancy R.
Injury prevention–related behavioral issuesthat could benefit from social marketing include drinking and driving, seatbelts, head injuries, proper safety restraints for children in cars, suicide, drowning, domestic violence, gun storage, school violence, fires, injuries or deaths of senior citizens caused by falls, and household poisons.
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