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Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment by R. Craig Lefebvre

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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.)

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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 ...

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