SOCIAL MARKETING FOR PHYSICAL ACTIVITY. Samantha Parnell University of Exeter School of Sport and Health Sciences and School of Geography. AIMS OF THE RESEARCH.
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University of Exeter
School of Sport and Health Sciences and School of Geography
SEDENTARY LIFESTYLE CHRONIC DISEASE
overweight 31% boys 29% girls
FACTS AND FIGURES
“The systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to social good” French et al, (2010 p1)
Social marketing is a framework or structure utilising other bodies of knowledge such as psychology, sociology, communications theory and marketing in order to understand how to influence the behaviour of target populations (Gordon et al, 2006).
Based on the adaption of contemporary marketing theory and practice in order to guide and aid social change campaigns (Dann, 2010).
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