ISBN-10:
1449683851
ISBN-13:
9781449683856
Pub. Date:
07/09/2012
Publisher:
Jones & Bartlett Learning
Marketing Public Health / Edition 3

Marketing Public Health / Edition 3

by Elissa A. Resnick, Michael Siegel

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Product Details

ISBN-13: 9781449683856
Publisher: Jones & Bartlett Learning
Publication date: 07/09/2012
Pages: 382
Sales rank: 152,292
Product dimensions: 6.00(w) x 8.90(h) x 0.90(d)

About the Author


Visiting Research Specialist, Institute of Health Research and Policy, University of Illinois, Chicago, Chicago, Illinois


Professor, Boston University School of Public Health

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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