Marketing social et efficacité des campagnes de prévention de santé publique : apports et implications des récents modèles de la communication persuasive

Abstract : Illustrating an example of persuasive communication applied to marketing, the article shows how research in public health communication can help social marketing to change health behaviors and increase campaign's effectiveness. According to a both scientific and operational objective, the article considers, after a presentation of the recent persuasive models, their contributions to social marketing as well as useful implications for practitioners.


http://archivesic.ccsd.cnrs.fr/sic_00584746
Contributor : Audrey Marchioli <>
Submitted on : Sunday, April 10, 2011 - 11:00:46 AM
Last modification on : Monday, April 11, 2011 - 1:00:00 AM

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  • HAL Id : sic_00584746, version 1

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Audrey Marchioli. Marketing social et efficacité des campagnes de prévention de santé publique : apports et implications des récents modèles de la communication persuasive. Market Management (Marketing & Communication), 2006, 1 (1), pp.17-36. <sic_00584746>

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