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Social Marketing: A Dynamic Method for Changing Behavior

Social marketing is broadly recognized as the use of marketing strategies and techniques to achieve a social goal. For decades, social marketing has had a proven impact on the health and well being of millions of people, both in the United States and the developing world. Social marketing borrows heavily from commercial marketing and the social sciences. Using social marketing techniques such as market research, product development, distribution, and demand creation, many development programs are able to encourage populations to practice preventive behaviors, choose the size of their family, or simply adopt a healthier lifestyle.