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Fighting obesity with social marketing - a case study

Published on May 1, 2018 Originally recorded 2012   7 min
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There are many definitions of social marketing in the literature. You will find there are still probably more to come, as authors make their own contributions to this particular area of debate. Generally speaking, the first definition is recognized in the literature is by Kotler and Zaltman in 1971. They first used the term social marketing, in article entitled "Social Marketing in approach to plan social change", which appeared in general marketing. In that article, they defined social marketing as a design, implementation and control of program calculated to influence the acceptability of social ideas involving the considerations of product planning, pricing, communication, distribution and marketing research. To give you a sense of the range of definitions in some of the debate that surrounds them, we've included some references on this page, which will allow you to explore other articles where the debates around the pros and cons of approaches to defining social marketing are discussed. If I said obesity was a growing problem,
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it might be funny, if it were not so true. The World Health Organization is a good sources of statistics on this issue. One billion adults are overweight and 400 million of these are obese, which is defined as a body mass index 30 or more. Many of the nations where obesity is a problem are on the Pacific Islands. While Mexico is the leading industrialized nation with USA next in line, closely followed but slightly out of breath by New Zealand, Australia, United Kingdom, Canada and Ireland. United States and Scotland have the dubious honor of having the fattest children. This is not good. Life expectancy in some cases is actually declining. Our affluenza is killing us and our children. All this extra weight we carry around contributes to an increased risk of diabetes, disability, lower quality of life and premature death. Perhaps, the saddest thing about the global obesity epidemic is that it's preventable. While obesity is a preventable problem,
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Fighting obesity with social marketing - a case study

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