Social Marketing for Public Health
Marketing Mix" to the 4Ps.... [I]t is the "mix" that matters most. This is exactly what all the message campaigns miss—they never ask about the other 3Ps and that is why so many of them fail. (Kotler Lee, 2008, p. 3) 2 CHAPTER 1 Social Marketing for Public Health: An Introduction 57977_CH01_:Cheng 11/5/09 4:32 PM Page 2