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Health education and marketing processes: 2 related methods for achieving health behavior change

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
James M. Eddy, Department Head and Professor (Creator)
Institution
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: Objective: To make salient the striking similarities between the program planning processes used in both health education and contemporary marketing. Method: Through a discussion of the analogous nature of both processes and a review of the literature, the authors (1) illustrate why marketing principles should be embraced and (2) suggest how marketing strategies can be integrated into health education needs assessments. Results: Core health-marketing concepts are proposed along with 4 recommendations for future marketing activities in health education. Conclusion: To facilitate an advance in health education process and practice, scholars and practitioners should adopt a more consumer-centered, marketing mind-set.

Additional Information

Publication
American Journal of Health Behavior, Sept-Oct, 2008
Language: English
Date: 2008
Keywords
Health education, Health marketing, Social marketing