Abstract

SANTOS, Carlos Oliveira. The British national policy on social marketing revisited. RGPLP [online]. 2017, vol.16, n.3, pp.73-91. ISSN 1645-4464.

In 2004, the UK Government decided on a vast and systematic national policy on social marketing to focus on public health, which has been implemented as a new and very significant benchmark in this field. Following the author's studies on this theme, based on a cognitive approach, this article focuses on the evolution and transformation of that policy, reinforcing the basis of a model for a national social marketing policy, as a contribution to the design and development of policies in other situations and countries, based on appropriate adaptation and implementation processes.

Keywords : Social Marketing; Public Policy; Political Processes; Cognitive Approaches.

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