Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

Chapter 2

Principles of Social Marketing

This fresh fruit and juice vendor in Cartagena, Columbia, has a thriving business through offering healthy choices to residents. (Image courtesy of the author.)

Learning Objectives

• Identify the essential components of social marketing programs.
• Describe organizational barriers to adopting social marketing principles, and techniques and approaches for overcoming these barriers.
• Discuss the major ideas of three models for social marketing.
• Summarize how markets can be approached and influenced with social marketing.
• Identify five examples of asymmetries in health marketplaces.

In this chapter I review ...