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Managing Health Programs and Projects by Beaufort B. Longest Jr.

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CHAPTER EIGHT

COMMERCIAL AND SOCIAL MARKETING

Managers of health programs and projects can use marketing in two important ways as they perform their work. The financial or commercial success of many programs and projects is affected by the use of commercial marketing. In addition, especially in programs and projects focused on health promotion and education, social marketing is used in the provision of services. Both forms of marketing are defined next and discussed in this chapter

Adapting the most widely cited definition of commercial marketing to the health services context (Kotler and Clarke 1987, p. 5), commercial marketing in health programs ...

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