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- W2729853813 abstract "“Social marketing,” as it has traditionally been viewed, refers to efforts to persuade people to engage in behaviors that benefit both themselves and society. When you persuade people to wear sunscreen religiously, you are protecting them from skin cancer and you are also saving others the expense of having to pay higher insurance premiums or higher taxes to cover the costs that health care providers or governments incur when treating people for skin cancer. Although the term “social marketing” has recently been used to describe marketing efforts that make use of social media like Facebook, I am more comfortable with the old meaning and have spent a good part of my career doing research and teaching on this topic. I have worked on problems like how to persuade people to avoid drinking and driving, cease smoking, eat more fruits and vegetables, limit their use of credit, and get mammograms and other cancer screening tests." @default.
- W2729853813 created "2017-07-14" @default.
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- W2729853813 date "2012-01-01" @default.
- W2729853813 modified "2023-09-23" @default.
- W2729853813 title "Communicating: Achieving Buy-In from Key Stakeholders" @default.
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- W2729853813 doi "https://doi.org/10.1007/978-1-137-51192-8_5" @default.
- W2729853813 hasPublicationYear "2012" @default.
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