Marketing Public Health: Strategies to Promote Social Change

Front Cover
Jones & Bartlett Learning, 1998 - Medical - 530 pages
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Prepare your students for careers in public health, social marketing, health communication, media advocacy, and health promotion with this ideal textbook. Marketing Public Health is the ultimate one-stope guide to every stage of the marketing campaign, from planning to execution to evaluation and refinement. The text contains many case studies, anecdotes, illustrations, and examples. It is written in clear language, with simple terms, and a helpful glossary to help students navigate through unfamiliar terrain.
 

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Contents

Section IMarketing Social Change
3
Marketing Social ChangeA Challenge for
29
Marketing Social ChangeAn Opportunity for
42
Section IIMarketing Public Health
71
Marketing Public HealthA Challenge for
102
Marketing Public HealthAn Opportunity for
117
Section IIIMarketing Public HealthCase Studies
149
Marketing Public Health as an Institution
170
Crafting Communication
312
Section IIDevelopment Testing and Implementation
343
by Month
365
Design and Implementation
381
Pretesting Messages and Materials
415
Section IIIAssessing Progress and Making Refinements
447
Issues in Outcome Evaluation
476
EpilogueWhat Does the Future Hold?
494

PART IIUSING MARKETING PRINCIPLES TO DESIGN
193
The Planning Process
225
Formative Research
261
Guide
306

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