Macro-social marketing for health: the case of Cuba
<p class="first" id="d136410e114">The macro-environment in which social marketing is practised is an important factor in how it is structured and practiced, as well as its effectiveness. This paper analyses Cuban practices aimed at encouraging health...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Pluto Journals
2020-11-01
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| Series: | International Journal of Cuban Studies |
| Online Access: | https://www.scienceopen.com/hosted-document?doi=10.13169/intejcubastud.12.2.0272 |
| _version_ | 1827949334636789760 |
|---|---|
| author | Sonya A. Grier Luis Alberto Barreiro Pousa Ileana Díaz Fernández |
| author_facet | Sonya A. Grier Luis Alberto Barreiro Pousa Ileana Díaz Fernández |
| author_sort | Sonya A. Grier |
| collection | DOAJ |
| description | <p class="first" id="d136410e114">The macro-environment in which social marketing is practised is an important
factor in how it is structured and practiced, as well as its effectiveness. This
paper analyses Cuban practices aimed at encouraging health behaviour change from
a social marketing perspective. We utilise the case study method to assess the
key social marketing dimensions of three health promotion programmes (tobacco,
tuberculosis and AIDS) in Cuba. Each case is assessed against social marketing
benchmark criteria used in prior research. Analysis of the cases is used to
explicate the Cuban government use of macrosocial marketing approaches to
address health challenges. Results demonstrate: (1) how Cuba uses a unique
organisational approach to address population health needs and challenges and
(2) the role of particularities of the Cuban context in the theory and practice
of social marketing in Cuba. An examination of Cuban social marketing activities
can broaden our understanding of the way social marketing is conceptualised and
practised and may help increase the effectiveness of social marketing to improve
health.
</p> |
| first_indexed | 2024-04-09T13:08:56Z |
| format | Article |
| id | doaj.art-4714e26362114757afce4de56a101197 |
| institution | Directory Open Access Journal |
| issn | 1756-3461 1756-347X |
| language | English |
| last_indexed | 2024-04-09T13:08:56Z |
| publishDate | 2020-11-01 |
| publisher | Pluto Journals |
| record_format | Article |
| series | International Journal of Cuban Studies |
| spelling | doaj.art-4714e26362114757afce4de56a1011972023-05-12T08:46:46ZengPluto JournalsInternational Journal of Cuban Studies1756-34611756-347X2020-11-0112227229910.13169/intejcubastud.12.2.0272Macro-social marketing for health: the case of CubaSonya A. GrierLuis Alberto Barreiro PousaIleana Díaz Fernández<p class="first" id="d136410e114">The macro-environment in which social marketing is practised is an important factor in how it is structured and practiced, as well as its effectiveness. This paper analyses Cuban practices aimed at encouraging health behaviour change from a social marketing perspective. We utilise the case study method to assess the key social marketing dimensions of three health promotion programmes (tobacco, tuberculosis and AIDS) in Cuba. Each case is assessed against social marketing benchmark criteria used in prior research. Analysis of the cases is used to explicate the Cuban government use of macrosocial marketing approaches to address health challenges. Results demonstrate: (1) how Cuba uses a unique organisational approach to address population health needs and challenges and (2) the role of particularities of the Cuban context in the theory and practice of social marketing in Cuba. An examination of Cuban social marketing activities can broaden our understanding of the way social marketing is conceptualised and practised and may help increase the effectiveness of social marketing to improve health. </p>https://www.scienceopen.com/hosted-document?doi=10.13169/intejcubastud.12.2.0272 |
| spellingShingle | Sonya A. Grier Luis Alberto Barreiro Pousa Ileana Díaz Fernández Macro-social marketing for health: the case of Cuba International Journal of Cuban Studies |
| title | Macro-social marketing for health: the case of Cuba |
| title_full | Macro-social marketing for health: the case of Cuba |
| title_fullStr | Macro-social marketing for health: the case of Cuba |
| title_full_unstemmed | Macro-social marketing for health: the case of Cuba |
| title_short | Macro-social marketing for health: the case of Cuba |
| title_sort | macro social marketing for health the case of cuba |
| url | https://www.scienceopen.com/hosted-document?doi=10.13169/intejcubastud.12.2.0272 |
| work_keys_str_mv | AT sonyaagrier macrosocialmarketingforhealththecaseofcuba AT luisalbertobarreiropousa macrosocialmarketingforhealththecaseofcuba AT ileanadiazfernandez macrosocialmarketingforhealththecaseofcuba |