The role of marketing in the promotion of breastfeeding

Abstract

In recent years, researchers and health-care professionals have shown a growing interest in the health benefits associated with breastfeeding and the dangers associated with bottle feeding. At the same time, there has been a growing number of medical and academic studies showing that breastfeeding is beneficial and necessary. However, despite its being a socially important theme, little research has been undertaken in the marketing of breastfeeding. The purpose of this article is to review the use of social marketing as a tool for enhancing health promotion programmes, specifically those seeking to encourage the adoption of breastfeeding and to increase its prevalence. The implementation of the first phase of such a programme is described in the article. Based on a sample of women, this study illustrates mothers' knowledge of breastfeeding, showing that social marketing programmes are needed to improve their level of access to information and increase the prevalence of breastfeeding.

Factors Affecting the Demarketing of Breastmilk Substitutes in Palestine

“…Furthermore, many studies, including Pago et al, 2 Cattaneo and Quintero-Romero, 15 and Lindenberger and Bryant, 32 focused only on the promotion element. Therefore, the World Health Assembly recommended the necessity of adding some articles related to the price and place.…”

“…Demarketing may target overall demand or demand from a specific market segment. An industry definition of demarketing focuses on efforts aimed at discouraging (not destroying) the demand for a product, which (1) a firm cannot supply in large-enough quantities or (2) does not want to supply in a certain region where the high costs of distribution or promotion allow for only a small profit margin. 26 Concerning the more academic definitions of authors and researchers, the concept of demarketing was initially proposed by Kotler and Levy 27 in 1971.…”

“…8 A study conducted on the use of social marketing as a tool for enhancing health promotion programs has revealed that social marketing programs are needed to improve mothers' knowledge of breastfeeding level and increase the prevalence of breastfeeding. 2 In New York City, the infant formula industry has contributed to low rates of breastfeeding through various methods of marketing and advertising infant formula. In addition, although the majority of mothers initiate breastfeeding (85%), a minority of infants are breastfed exclusively at 8 weeks postpartum (25%).…”

“…Breastmilk substitutes are one of the most important global health risk factors that have negative effects on both the mother and infant. [2][3][4] Poor breastfeeding practices are still common in both developing and developed regions. Based on previous investigations, only 39% of children worldwide are solely breastfed for 4 months, whereas a significantly smaller proportion is breastfed for the entire recommended 6 months.…”

Dukungan Informasi bagi Ibu-ibu Menyusui dalam Memberikan ASI Eksklusif di Kecamatan Gondokusuman Kota Yogyakarta

“…Paco (2010), mengemukakan bahwa program social marketing diperlukan untuk meningkatkan akses ibu menyusui dalam mendapatkan informasi dan meningkatkan prevalensi menyusui. Dukungan informasi bisa didapat dari berbagai sumber.…”