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      International Journal of Cuban Studies

      Volume 12, Issue 2
       
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      Macro-social marketing for health: the case of Cuba

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            Abstract

            The macro-environment in which social marketing is practised is an important factor in how it is structured and practiced, as well as its effectiveness. This paper analyses Cuban practices aimed at encouraging health behaviour change from a social marketing perspective. We utilise the case study method to assess the key social marketing dimensions of three health promotion programmes (tobacco, tuberculosis and AIDS) in Cuba. Each case is assessed against social marketing benchmark criteria used in prior research. Analysis of the cases is used to explicate the Cuban government use of macrosocial marketing approaches to address health challenges. Results demonstrate: (1) how Cuba uses a unique organisational approach to address population health needs and challenges and (2) the role of particularities of the Cuban context in the theory and practice of social marketing in Cuba. An examination of Cuban social marketing activities can broaden our understanding of the way social marketing is conceptualised and practised and may help increase the effectiveness of social marketing to improve health.

            Content

            Author and article information

            Contributors
            Sonya A. Grier
            Luis Alberto Barreiro Pousa
            Ileana Díaz Fernández
            Journal
            Journal ID (doi): 10.2307/j50005551
            Journal ID (jcode): intejcubastud
            Title: International Journal of Cuban Studies
            Publisher: Pluto Journals
            ISSN: 1756-3461
            ISSN: 1756-347X
            Publication date (Print): 1 December 2020
            Volume: 12
            Issue: 2 ( doiID: 10.13169/intejcubastud.12.issue-2 )
            Pages: 272-299
            Affiliations
            American University
            University of Havana
            University of Havana
            Article
            Publisher ID: intejcubastud.12.2.0272
            DOI: 10.13169/intejcubastud.12.2.0272
            SO-VID: c3d82dc2-4828-45a6-b672-5952d7d51633
            Copyright © © International Institute for the Study of Cuba
            License:

            All content is freely available without charge to users or their institutions. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles in this journal without asking prior permission of the publisher or the author. Articles published in the journal are distributed under a http://creativecommons.org/licenses/by/4.0/.

            History
            Custom metadata
            lang eng

            ScienceOpen disciplines: Literary studies,Arts,Social & Behavioral Sciences,History,Cultural studies,Economics
            Keywords: macro-social marketing,behaviour change,Cuba,public health

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