Health Education Research, Vol. 19, No. 2, 208-210,
April 1, 2004
© 2004 Oxford University Press
Book Review |
Social Marketing: Principles and Practice
R. Donovan and N. Henley
IP Communications, Melbourne, 2003
415 pp. ISBN 0-9578617-5-3 (pb)
Executive Editor
| The first 10% of the full text of this article appears below. |
This book provides a comprehensive review of the key principles of social marketing, and critically appraises their application to health education and health promotion. The authors seek to move beyond the (original) definition of social marketing as ‘...an application of marketing principles and tools to the achievement of socially desirable ends’ and, consequently, they adopt a broader approach which has particular relevance to health promotion. For example, in addition to emphasizing the distinction between social and commercial marketing, the book also elaborates on the nature of the particular socially desirable goals that should be espoused by health promotion—asserting that these should be firmly rooted in the ideology of the United Nations Charter on Human Rights. In short, the authors not only reject a narrow victim-blaming approach