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    Promoting public health: Understanding the limitations of marketing principles and the need for alternative approaches

    Access Status
    Fulltext not available
    Authors
    Pettigrew, Simone
    Jongenelis, Michelle
    Date
    2016
    Type
    Book Chapter
    
    Metadata
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    Citation
    Pettigrew, S. and Jongenelis, M. 2016. Promoting public health: Understanding the limitations of marketing principles and the need for alternative approaches, in C. Plewa and J. Conduit (Eds.), Making a Difference through Marketing – A Quest for Diverse Perspectives, pp. 61-72. Springer.
    Source Title
    Making a difference through Marketing – A Quest for Diverse Perspectives
    DOI
    10.1007/978-981-10-0464-3_5
    School
    School of Psychology and Speech Pathology
    URI
    http://hdl.handle.net/20.500.11937/37455
    Collection
    • Curtin Research Publications
    Abstract

    This chapter comments on marketing and social marketing principles and how they may or may not apply to major public health challenges. Marketing insights make it clear that the primary focus of public health efforts needs to be on upstream rather than downstream approaches. In the typical absence of adequate funding to undertake the basic principles of marketing at the downstream level (e.g. segmentation and competitor analysis) and the inappropriateness of delivering to consumers what they say they want (a fundamental assumption of the marketing concept that doesn’t usually work in public health), marketing knowledge needs to be applied in different ways to improve well-being at the population level. The two health issues of ageing and obesity are presented as examples of cases in which (social) marketing strategies will not be effective unless implemented as recommended in the literature—they need to be thoroughly researched, strategically implemented, well-resourced, and persistent in nature.

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