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[Social marketing: Definition, contours and examples of mobilization of health professionals]. Le marketing social : définition, contours et exemples de mobilisation des professionnels de santé

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Gallopel-Morvan, Karine | Guignard, Romain | Avenel, Justine | Quatremère, Guillemette | Davies, Jennifer | Marcel-Orzechowski, Caroline | Nguyen Thanh, Viêt

Edité par CCSD ; Elsevier Masson -

International audience. In Anglo-Saxon countries, it is common to implement prevention programs that rely on social marketing techniques and steps to develop more effective actions to change the attitudes and behaviours of target populations. The objective of this article is to clarify the contours and approach of this discipline and to illustrate, based on the expertise of Santé publique France, the role of social marketing in involving health professionals in prevention

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