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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 9

Using Marketing Mix Components for Program Development

New Start is an example of a highly successful social franchise for HIV testing, used throughout southern and eastern Africa but becoming known around the world for a variety of health issues. (Image courtesy of the author.)

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Learning Objectives

  • Explain how to use the marketing mix heuristic in program planning activities.
  • Identify the benefits of adding products to communication campaigns for health behavior change.
  • Discuss price strategies for changing behavior, using at least one example.
  • Describe the use of mapping approaches to develop place strategies for behavior change. ...

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