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An investigation of baby formula marketing practices in the health care setting.

机译：在保健机构中对婴儿配方奶粉营​​销实践的调查。

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摘要

Breastfeeding is widely recognized as the healthiest option for feeding infants. Manufacturers of baby formulas, however, employ multiple marketing tactics to persuade parents to supplement or replace breast milk with commercial formulas. Many health care providers contribute to these marketing efforts either through active promotion or implied endorsement of formulas. In doing so, these health care providers are acting in direct conflict with international recommendations and are, in effect, helping to promote products that are against the best interests of their patients. Although formula marketing in the health care setting is widespread in the United States today, the issue has received only superficial media coverage. Through a series of three stories designed for a print outlet, this thesis aims to shed light on formula marketing practices in health care settings and examine efforts to curb these practices.
机译：母乳喂养被广泛认为是喂养婴儿的最健康选择。然而，婴儿配方奶粉的制造商采用多种营销策略说服父母用商业配方奶粉补充或替代母乳。许多医疗保健提供者通过积极推广或暗示认可配方为这些营销工作做出了贡献。这样，这些医疗保健提供者的行为与国际建议直接抵触，并且实际上在帮助推销违背其患者最大利益的产品。尽管今天在美国，卫生保健环境中的配方营销非常普遍，但该问题仅得到肤浅的媒体报道。通过为印刷店设计的三个故事系列，本论文旨在阐明医疗保健机构中的配方营销实践，并研究遏制这些实践的努力。

著录项

  • 作者

    Johnson, Anne Frances.;

  • 作者单位

    The University of North Carolina at Chapel Hill.;

  • 授予单位 The University of North Carolina at Chapel Hill.;
  • 学科 Business Administration Marketing.;Health Sciences Health Care Management.;Journalism.
  • 学位 M.A.
  • 年度 2011
  • 页码 82 p.
  • 总页数 82
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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