Marketing Public Health / Edition 3

Paperback (Print)
Rent
Rent from BN.com
$32.52
(Save 71%)
Est. Return Date: 09/07/2014
Used and New from Other Sellers
Used and New from Other Sellers
from $67.69
Usually ships in 1-2 business days
(Save 39%)
Other sellers (Paperback)
  • All (7) from $67.69   
  • New (2) from $108.38   
  • Used (5) from $67.69   

More About This Textbook

Overview

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.

Read More Show Less

Product Details

  • ISBN-13: 9781449683856
  • Publisher: Jones & Bartlett Learning
  • Publication date: 7/9/2012
  • Edition number: 3
  • Pages: 382
  • Sales rank: 428,227
  • 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

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)