June 2015

Social marketing for women's health campaigns

The social marketing orientation seeks to potentialize public health campaigns using five principles: customer focus; focus on the benefits to customers; endeavouring to create value; involving the whole organisation in the process; being aware of customers’ difference. This article aims to identify the Social Marketing principles (and practices) in women’s health programme in the ABC Region, located in the...

Author(s): Edson Coutinho da Silva and José Afonso Mazzon