SOCIAL MARKETING IN THE FUNCTION OF NUTRITION IMPROVING AND UPGRADING OF THE CONSUMERS HEALTH

Angjeleska, Maja and Bojkovska, Katerina and Siljanoska, Julijana (2019) SOCIAL MARKETING IN THE FUNCTION OF NUTRITION IMPROVING AND UPGRADING OF THE CONSUMERS HEALTH. Macedonian International Journal of Marketing, 5 (10). pp. 89-96. ISSN ISSN 1857-9787

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Abstract

Today, health is at the heart of all national and international policies and development strategies. General marketing implies the use of marketing principles and techniques in a way that would influence the target group to voluntarily accept, reject, modify or abandon behavior for the benefit of individuals, groups or society as a whole in order to improve the quality of life. By applying marketing in the realization of the vision and mission of strategies that promote health and healthy lifestyle, it contributes to a better resolution of social problems and better functioning of the society as a whole. With holistic marketing activities, all government stakeholders, educational institutions, pharmaceutical companies, agricultural organizations and producers of healthy foods influence the creation of positive attitudes and habits for a healthy lifestyle, the development of health tourism, and the impact of globalization. With viral marketing and population information media, it seeks to influence the development of awareness of health concerns and the need to develop a healthy lifestyle. Changes in people's behavior and habits are among the most difficult tasks of social marketing because people are asked to change their habits, and at the same time they do not show the benefit of any new habit or changed lifestyle. The aim of the research is to point out the significance of social marketing to the development of people's awareness of improving nutrition and health promotion. Investing in own health is one of the primary goals that ultimately contributes to the culture of living, and the healthy lifestyle should become a crucial life skill. Social marketing is the process of developing a particular social change. The use of marketing in the creation and implementation of socially beneficial behavioral changes in the area of public health and nutrition is becoming more and more popular.

Item Type: Article
Subjects: Scientific Fields (Frascati) > Agricultural Sciences > Agriculture, forestry and fisheries
Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Biotechnical Sciences
Depositing User: Prof. d-r Katerina Bojkovska
Date Deposited: 13 Apr 2020 22:07
Last Modified: 13 Apr 2020 22:07
URI: http://eprints.uklo.edu.mk/id/eprint/4974

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