Promoting public health: Understanding the limitations of marketing principles and the need for alternative approaches

摘要: This chapter comments on marketing and social principles how they may or not apply to major public health challenges. Marketing insights make it clear that the primary focus of efforts needs be upstream rather than downstream approaches. In typical absence adequate funding undertake basic at level (e.g. segmentation competitor analysis) inappropriateness delivering consumers what say want (a fundamental assumption concept doesn’t usually work in health), knowledge applied different ways improve well-being population level. The two issues ageing obesity are presented as examples cases which (social) strategies will effective unless implemented recommended literature—they need thoroughly researched, strategically implemented, well-resourced, persistent nature.