TY - CHAP
T1 - Social marketing contributions to mitigate global epidemics
AU - Casais, Beatriz
AU - Proença, João F.
N1 - info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04647%2F2020/PT#
info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDP%2F04647%2F2020/PT#
info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04521%2F2020/PT#
UIDB/04647/2020
UIDP/04647/2020
UIDB/04521/2020
PY - 2023/5/9
Y1 - 2023/5/9
N2 - Social marketing focuses on citizens’ change for social welfare. By adopting marketing tools and principles from multidisciplinary fields, social marketing has developed theories to attract citizens’ involvement with the purpose of social attitude and behavior change. Health is a topic to which social marketing applies, and so health outcomes provide insights for social marketing theory and managers worldwide. This chapter presents the principles of social marketing, particularly in their application to global epidemics response. It intends to be a helpful guide for public policymakers, public health strategists, and multidisciplinary professionals in society with the responsibility of implementing public health programs for epidemic response. The chapter evaluates how different multidisciplinary theories influencing behaviors may be used in a social marketing strategy targeting heterogeneous segments. The application of social marketing to public health is discussed, particularly the adaptation of social marketing to epidemic dynamics in proactive and reactive ways. In the meantime, challenges of a consistent strategy to be applied at the global, national, or local level with various stakeholders are presented. The authors nudge the control management approach and, in the end, highlight the evaluation of the goals’ achievements.
AB - Social marketing focuses on citizens’ change for social welfare. By adopting marketing tools and principles from multidisciplinary fields, social marketing has developed theories to attract citizens’ involvement with the purpose of social attitude and behavior change. Health is a topic to which social marketing applies, and so health outcomes provide insights for social marketing theory and managers worldwide. This chapter presents the principles of social marketing, particularly in their application to global epidemics response. It intends to be a helpful guide for public policymakers, public health strategists, and multidisciplinary professionals in society with the responsibility of implementing public health programs for epidemic response. The chapter evaluates how different multidisciplinary theories influencing behaviors may be used in a social marketing strategy targeting heterogeneous segments. The application of social marketing to public health is discussed, particularly the adaptation of social marketing to epidemic dynamics in proactive and reactive ways. In the meantime, challenges of a consistent strategy to be applied at the global, national, or local level with various stakeholders are presented. The authors nudge the control management approach and, in the end, highlight the evaluation of the goals’ achievements.
U2 - https://doi.org/10.1007/978-3-031-17778-1_15
DO - https://doi.org/10.1007/978-3-031-17778-1_15
M3 - Chapter
SN - 978-3-031-17777-4
T3 - Integrated Science (IS)
SP - 347
EP - 360
BT - Integrated science of global epidemics
A2 - Rezaei, Nima
PB - Springer
CY - Cham
ER -