Marketing Public Health / Edition 3

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More About This Textbook


Given the current changes in the social, political, and economic environments in which health care is delivered, public health practitioners at all levels of government and in the private sector must run effective campaigns to change individual behavior, improve social and economic conditions, advance social policies, and compete successfully for public attention and resources.

Marketing Public Health: Strategies to Promote Social Change, Second Edition is designed to help students and practitioners of public health understand basic marketing principles and strategically apply these principles in planning, implementing, and evaluating public health initiatives.

Key Features:

Only book on marketing tailored specifically for the public health environment.
Written at a level appropriate for students new to marketing and/or public health; however, it covers many topics in greater depth making it relevant for current practitioners.
Informed both by changes in the marketing environment and also by the latest thinking among marketing and social marketing researchers and practitioners.
Emphasizes using marketing approaches for “upstream” changes in policy and legal, economic, and social environments as well as addressing the traditional “downstream” use of social marketing to help individuals change their own health behaviors.
Includes all-new case studies, written by respected and well-known guest contributors from the front lines, that illustrate the principles and strategies in a way that makes it immediately apparent to the reader how the material can be used in modern, real-life public health campaigns.
Uses many examples from areas of public health interest that have arisen only in the past few years (e.g., bioterrorism, SARS, West Nile virus).
Thoroughly discusses current themes in marketing, such as branding; building relationships with audiences; ensuring audience self-interest; and process and outcome evaluation—all presented in detail from the standpoint of the public health practitioner.
Presents a solid marketing approach, including well-developed sections on communications but also providing guidance on how to manage pricing, distribution, and development of product or service offerings.
Includes worksheets, a suggested reading list, and, where appropriate, references to other books that cover selected topics in greater depth.

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Product Details

  • ISBN-13: 9781449683856
  • Publisher: Jones & Bartlett Learning
  • Publication date: 7/9/2012
  • Edition number: 3
  • Pages: 382
  • Sales rank: 295,728
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.90 (d)

Table of Contents

Foreword vii

Acknowledgments xi

Introduction xiii

Section I A Call to Action 1

Chapter 1 Emerging Threats to the Public's Health: Need for Social Change 3

Chapter 2 Emerging Threats to the Survival of Public Health 29

Section II Challenges 57

Chapter 3 Challenges for Marketing Social Change 59

Chapter 4 Challenges for Marketing Public Health 73

Chapter 5 Introduction to Marketing Principles 87

Section III Planning the Approach 113

Chapter 6 Planning Process 115

Chapter 7 Formative Research 149

Chapter 8 Framing and Refraining 177

Section IV Developing and Implementing the Approach 209

Chapter 9 Communication Strategies and Tactics 211

Chapter 10 Promotional Materials and Activities 241

Section V Assessing Progress and Measuring Impact 277

Chapter 11 Process Evaluation 279

Chapter 12 Outcome Evaluation 301

Section VI Marketing Public Health: Case Studies 321

Chapter 13 Building a Movement with Social Media by Elana Premack Sandler 323

Chapter 14 Urunana-Radio Health Communication: A Case Study from Rwanda by Narcisse Kalisa, Prudence Uwabakurikiza, Samuel Kyagambiddwa, Jeannette Wijnants, and Stephen Collens 335

Appendix A Suggested Readings 357

Appendix B Glossary of Terms 359

Epilogue: What Does the Future Hold? 363

Index 365

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