Lecture note for Managing health improvement through social marketing

Elaine Wilson
Social Marketing consultant




,Defining social marketing

“the systematic application
of marketing and other concepts and
techniques, to achieve specific behavioural
goals, for a social or public good”
French, Blair-Stevens 2006


marketing for
and other systematic ‘social good’
concepts and application
techniques behavioural goals

,Social marketing… in short
alongside

“using marketing
other
methods &
approaches
for the
benefit of people”



harnessing marketing
for social change

, Social Marketing & Health-Related Behaviour

Social marketing puts the
consumer at the heart of policy,
delivery and marketing planning
Policy


Policy


Environment Proposition

Insig
ht
Experience
Delivery CONSUMER Access
Segmentat
ion
People Integrated
Delivery Communication

Partnerships


Marketing &
Delivery
Communication