Abstract
Social marketing influences in a relevant manner the process of producing and disseminating social knowledge, thus asserting attitudes and approaches according to various objectives of social evolution.
The field literature reveals the fact that for the area of public health, the studies on social marketing are based both on improvement of specific social knowledge and strategic approaches for knowledge transfer towards the beneficiaries of public health policies, transfer designed to have impact on change of attitude and enhancement of social knowledge level.
The current chapter presents a case study concerning the social marketing campaign in the area of public health, “NO to randomly taken antibiotics”, in Romania, aimed to promote adequate antibiotic use by informing the doctors and nonspecialized public concerning their risk of excessive and wrong use.
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Notes
- 1.
Interview in Medical Life, 21 November 2014. http://www.viata-medicala.ro/Romania-are-unul-dincele-mai-mari-consumuri-de-antibiotice.html*articleID_9392-dArt.html
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Matei, A., Antonovici, CG. (2019). Social Knowledge in Public Health: Case Study on Substantiating and Instrumenting the Social Marketing Campaigns in Romania. In: Galan-Ladero, M.M., Alves, H.M. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-04843-3_9
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