文章基本信息

标题：Exploring social marketing landscapes: A review of healthy food campaigns
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作者：Alessio Cavicchi ; Gianluca Stefani ; Donato Romano 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2011
卷号：5
期号：5
页码：1533-1542
DOI：10.5897/AJBM10.1286
语种：English
出版社：Academic Journals
摘要：Social marketing is a growing research field. It has been proved that social marketing has some effectiveness in health programs and can help in shaping people’s behaviour. This paper examines the role of social marketing in public communication campaigns and, more specifically, it explores the issue of healthy food habits promotion. An overview of theoretical issues surrounding definitions of basic principles and contents of social marketing is presented. Consequently social marketing is analysed within the context of healthy food promotion. The paper also provides a review of past food campaigns with relative pros and cons and, finally, some recommendations are drawn and some “best practices” recalled.
关键词：Social marketing; food education; behavioural change