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Social Marketing Sucks Marketing's Role in Promoting Breastfeeding


  • Do Paco, Arminda
  • Pinheiro, Paulo
  • Rodrigues, Ricardo


In recent years, researchers and health care professionals have shown an increasing interest in the health gain associated with breastfeeding and in the problems arising from bottle feeding. It seems that there has been an ideological shift towards the belief that breastfeeding is beneficial and necessary. The purpose of this paper is to describe a social marketing programme aiming to foster breastfeeding adoption and prevalence. Besides the impact on mothers and children health, breastfeeding has an important economic impact. It is a socially important theme in the field of marketing, in which there is little research done.

Suggested Citation

  • Do Paco, Arminda & Pinheiro, Paulo & Rodrigues, Ricardo, 2010. "Social Marketing Sucks Marketing's Role in Promoting Breastfeeding," Apas Papers 206, Academic Public Administration Studies Archive - APAS.
  • Handle: RePEc:nsu:apasro:206

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