Application of Social Marketing in order to promote Health in Republic of Croatia

Društveni marketing se oslanja na niz pristupa iz društvenih znanosti, socijalne politike i marketinga sa zajedničkim ciljem promjene konkretnog ponašanja. Kao formalna disciplina javio se 1971. godine objavljivanjem prvog izdanja knjige Social Marketing (Društveni marketing) Philipa Kotlera i Eduarda L. Roberta. Tek u današnje vrijeme društveni marketing je postao strateško oruđe na polju prevencije zloupotrebe cigareta, alkohola, droga i slično. Iako se najčešće koristi u javnom zdravstvu, metode društvenog marketinga primjenjive su i na drugim područjima. Budući da je usmjeren na specifične ciljane skupine, osnova mu je istraživanje različitih obrazaca ponašanja kao i konteksta u kojem funkcioniraju. Primarno je usmjeren na opće dobro i to je ono što ga u najvećoj mjeri razlikuje od ostalih oblika marketinga.Social marketing relies on a range of social science, social policy and marketing approaches with a common goal of changing behavior. As a formal discipline, he appeared in 1971 by publishing the first issue of Social Marketing (Philip Kotler and Eduard L. Roberta's Social Marketing book). Only nowadays social marketing has become a strategic tool in the prevention of cigarette, alcohol, drug abuse etc. Although commonly used in public health, Social marketing methods are applicable in other areas as well. Because it is focused on specific target groups, it is based on the research of different patterns of behavior as well as the context in which they function. It is primarily focused on the common good and that is what it mostly differs from other forms of marketin