Social Marketing Sucks Marketing's Role in Promoting Breastfeeding

Arminda Do Paco, Paulo Pinheiro and Ricardo Rodrigues ()

No 206, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: In recent years, researchers and health care professionals have shown an increasing interest in the health gain associated with breastfeeding and in the problems arising from bottle feeding. It seems that there has been an ideological shift towards the belief that breastfeeding is beneficial and necessary. The purpose of this paper is to describe a social marketing programme aiming to foster breastfeeding adoption and prevalence. Besides the impact on mothers and children health, breastfeeding has an important economic impact. It is a socially important theme in the field of marketing, in which there is little research done.

Keywords: Breastfeeding; Social marketing; Public health; Consumer behaviour; Pr omotion (search for similar items in EconPapers)
Date: 2010-07-05
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Persistent link: https://EconPapers.repec.org/RePEc:nsu:apasro:206

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