{"success":true,"title":{"id":"352218","title":"Mercadotecnia social: una herramienta necesaria para la promoci\u00f3n de salud","author":"Ledia Hayde\u00e9 G\u00f3ngora Garc\u00eda","isbn":null,"issn":null,"publisher":"Centro Provincial de Informaci\u00f3n de Ciencias M\u00e9dicas","publication_year":"2014","resource_url":"","abstract_text":"Los objetivos fundamentales de la promoci\u00f3n de salud son fortalecer los determinantes positivos de la salud y transformar los negativos, de ah\u00ed la importancia de actuar de manera individual y colectiva en toda la cadena de determinantes del proceso salud-enfermedad. A tales efectos se realiz\u00f3 una revisi\u00f3n bibliogr\u00e1fica con vistas a analizar los elementos de la promoci\u00f3n de salud, sus principales l\u00edneas de acci\u00f3n y la mercadotecnia social como una perspectiva para trabajar en funci\u00f3n de dise\u00f1ar y poner en marcha programas de salud, para de esta forma conciliar los objetivos y prop\u00f3sitos de la salud p\u00fablica con los del usuario, el consumidor y el paciente, a fin de lograr sus metas. Si los profesionales y gerentes de la salud se apropiaran de la mercadotecnia, encontrar\u00edan un aliado para producir bienestar, desarrollar habilidades para el dise\u00f1o, as\u00ed como ejecutar estrategias, campa\u00f1as de prevenci\u00f3n y control de estilos de vida","resource_type":"publication","country":"Europe","language_code":"esl\/spa","keywords":"OpenAIRE; Research Graph; publications; programas de salud; 03 medical and health sciences; Medicine (General); 0302 clinical medicine; R5-920; marketing; 0305 other medical science; promoci\u00f3n de salud; Internal medicine; RC31-1245; mercadotecnia social; Medisan, Vol 18, Iss 5, Pp 684-694 (2014)","source_name":"OpenAIRE","kbart_publication_title":null,"kbart_print_identifier":null,"kbart_online_identifier":null,"kbart_title_url":null,"kbart_first_author":null,"kbart_publisher_name":null,"kbart_publication_type":null,"marcxml":null,"created_at":"2026-06-13 11:22:10","updated_at":"2026-06-13 11:22:10","provider_id":"31","collection_id":"36","availability_status":"open_access","access_model":"open_access","regional_availability":null,"subtitle":null,"edition_statement":null,"publication_place":null,"physical_description":null,"pages":null,"doi":"","lcc_code":null,"ddc_code":null,"cdu_code":null,"rda_content_type":null,"rda_media_type":null,"rda_carrier_type":null,"cataloging_status":"metadata_imported","cataloging_notes":null,"cataloging_source":"OpenAIRE","cataloger_name":null,"validated_at":null,"marc_control_number":null,"source_format":"api_json","source_file":null,"marc_leader":null,"url":"","subjects":"programas de salud; 03 medical and health sciences; Medicine (General); 0302 clinical medicine; R5-920; marketing; 0305 other medical science; promoci\u00f3n de salud; Internal medicine; RC31-1245; mercadotecnia social","client_id":"1","import_job_id":null,"metadata_quality_score":null,"metadata_quality_level":null,"metadata_quality_checked_at":null,"suggested_language":null,"suggested_subjects":null,"suggested_ddc":null,"suggested_lcc":null,"suggested_cdu":null,"enrichment_status":null,"enrichment_checked_at":null,"marc_source_type":null,"marc_quality_status":null,"marc_is_express":"0","marc_source_note":null,"marc_export_allowed":"0"},"result":{"access":false,"title_id":352218,"institution_id":0,"best":null,"holdings":[],"message":"Sin acceso resuelto. El registro existe, pero no hay holding\/URL activa para abrir el recurso.","openurl":{"genre":"","doi":"","isbn":"","issn":"","title":"","atitle":"","jtitle":"","stitle":"","sid":"","date":"","volume":"","issue":"","spage":"","epage":""}}}