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Social Marketing as Social Control 171

Notes

1. For an early statement on the sociological contribution to marketing, see
Jonassen (1959).
2. The 4 P’s were later expanded to include competition, namely, the risk
behavior currently practiced. With regard to public health, the product refers
to the healthy behavior being promoted, so it makes sense, from a social
marketing perspective, to understand the alternatives or competitors available
to citizens that are identified as unhealthy (Coreil, Bryant, & Henderson,
2001).
3. These data are derived from the World Bank website, available at http://data.
worldbank.org/indicator/NY.GDP.MKTP.CD.
4. This figure is somewhat less than the cost of Clark’s (2005) proposed universal
basic income, which he calculated at $1.96 trillion per year.

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