Marketing Public Health: Strategies to Promote Social Change

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Jones & Bartlett Learning, 2007 - Medical - 608 pages
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Marketing Public Health: Strategies to Promote Social Change was designed to help public health practitioners understand basic marketing principles and strategically apply these principles in planning, implementing, and evaluating public health initiatives. The first edition has been widely used by public health practitioners at all levels of government and in the private sector as a tool to help run more effective campaigns to change individual behavior, improve social and economic conditions, advance social policies, and compete successfully for public attention and resources. This thorougly revised, second edition includes new case studies, written by respected and well-known guest contributors from the front lines and will help illustrate the principles and strategies in a way that makes it immediately apparent to readers how the material can be used in modern, real-life public health campaigns. Current themes in the social marketing world, such as the concept of branding, have also been incorporated into the book in both its narrative and its case studies and examples.
  

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Contents

Marketing Social ChangeA Challenge
31
Marketing Social Change
45
Marketing Public Health
79
Marketing Public Health
111
Marketing Public Health
127
Lessons from Public
153
An Example
159
Marketing Public Health
185
Sample Recruitment Screener
339
Sample CentralSite
347
Framing and Delivering the Message
355
Development Testing and Implementation
391
Coalitions and Intermediaries
405
Promotional Materials and Activities
423
Assessing Progress and Making Refinements
459
Outcome Evaluation Issues and Designs
487

Using Marketing Principles to Design Implement
199
Using Marketing Principles
231
The Planning Process
239
Planning a Marketing
281
Strategic Planning Worksheets
293
Formative Research
301
Building Support
331
Marketing Research Methods
509
Research to Guide Message Development
537
Hiring Agencies Contractors
547
Suggested Readings
557
What Does the Future Hold?
563
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About the author (2007)

Michael Siegel is a Senior Engineer at IBM. He is actively involved in the technical development of the Token Ring Standard as well as Token Ring Products.

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