Chapter 9
Using Marketing Mix Components for Program Development
New Start is an example of a highly successful social franchise for HIV testing, used throughout southern and eastern Africa but becoming known around the world for a variety of health issues. (Image courtesy of the author.)
Learning Objectives
- Explain how to use the marketing mix heuristic in program planning activities.
- Identify the benefits of adding products to communication campaigns for health behavior change.
- Discuss price strategies for changing behavior, using at least one example.
- Describe the use of mapping approaches to develop place strategies for behavior change. ...
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