Marketing techniques and tools, imported from the private sector, are increasingly being advocated for their potential value in crafting and disseminating effective social change strategies. This paper describes the field of social marketing as it is used to improve the health of the public. A disciplined process ofstrategic planning can yield promising new insights into consumer behavior and p...

Marketing techniques and tools, imported from the private sector, are increasingly being advocated for their potential value in crafting and disseminating effective social change strategies. This paper describes the field of social marketing as it is used to improve the health of the public. A disciplined process ofstrategic planning can yield promising new insights into consumer behavior and p...

This study explores the predictive power of lifestyle orientations, reliance on traditional news media, attributes of online news, traditional mass media use, and demographics on online news adoption and likelihood to adopt. Data were gathered using a snowballing method from 453 information workers and university students, of which 52% were frequent online newsreaders and 48% non-users. Explora...