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O marketing social e a promoção de mudanças estruturais no aleitamento materno

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  • Martins, Oliva Maria Dourado
  • Paço, Arminda Maria Finisterra do
  • Mainardes, Emerson Wagner
  • Rodrigues, Ricardo Gouveia

Abstract

To assess the practical implications in relation to the breastfeeding behavior, regarding the dimension of the structural problems in the framework of social marketing, a qualitative exploratory research based on the Social Ecological Model (SEM) was developed, through in-depth interviews with lactation counselors and consultants in Portugal. The content of these interviews revealed some of the key barriers to breastfeeding behavior in the dimension of the structural problems and in the context of social marketing.

Suggested Citation

  • Martins, Oliva Maria Dourado & Paço, Arminda Maria Finisterra do & Mainardes, Emerson Wagner & Rodrigues, Ricardo Gouveia, 2014. "O marketing social e a promoção de mudanças estruturais no aleitamento materno," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(4), July.
  • Handle: RePEc:fgv:eaerae:v:54:y:2014:i:4:a:28864
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