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Social Marketing Research for Global Public HealthMethods and Technologies$
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W. Douglas Evans

Print publication date: 2016

Print ISBN-13: 9780199757398

Published to Oxford Scholarship Online: August 2016

DOI: 10.1093/acprof:oso/9780199757398.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 26 November 2021

Case Studies

Case Studies

Social Marketing Research in Action

(p.237) 9 Case Studies
Social Marketing Research for Global Public Health

W. Douglas Evans

Oxford University Press

Social marketing research in rich countries around the world mainly focuses on behavior change as the product, with some important exceptions, as compared to subsidized product marketing, which is characteristic of low- and middle-income countries. The truth tobacco control campaign and Above the Influence national youth antidrug campaigns represent contrasting and important examples of large evaluations of social marketing. Organizations dedicated to the advancement of behavior change programs, practice, and evidence are important to the future of social marketing research. This chapter discusses systematic reviews and case examples of effective social marketing programs based on synthesis of existing evidence and illustrates the range of programs, research activities, and evidence and suggests future directions for social marketing research.

Keywords:   socially marketed products, rich countries, low-income countries, middle-income countries, truth campaign, Above the Influence campaign, tobacco control, drug use, Community Guide, National Social Marketing Centre

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