title: Social marketing and breastfeeding: a literature review.
abstract: OBJECTIVE
  Through the review of relevant literature this study illuminates the concepts of social marketing and breastfeeding. It specifically discusses the positioning of the link between social marketing and breastfeeding within different fields of study and develops a theoretical framework that tries to bridge the gap between those disciplines.
  
  
  METHODS
  Various electronic databases were used and through systematic selection 11 scientific articles were identified that this literature review is based on.
  
  
  RESULTS
  The review indicates that the relationship between social marketing and breastfeeding is complex. There are indications that this relationship is being investigated within three distinct fields of research: psychology/education, public health and marketing. Depending on the research field the emphasis is put on either breastfeeding or social marketing as well as on the other concepts that were discovered to be of importance within this relationship. Namely, group and individual demography as well as behaviour were revealed to be important elements of the link between social marketing and breastfeeding.
  
  
  CONCLUSIONS
  Based on the results this study concludes that a more multidimensional view on the relationship between the concepts under study is needed since the focus of previous studies is very one-sided and limited to just one element when all elements should be integrated equally.
authors.affiliation: School of Health and Society, Kristianstad University, Kristianstad, Sweden. manuela.schmidt@hkr.se
authors.forename: Manuela
authors.initials: M
authors.lastname: Schmidt
mesh_terms: D001942:Breast Feeding; D005260:Female; D015438:Health Behavior; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D011634:Public Health / Q000379:methods; D040241:Social Marketing