A manual for culturally-adapted social marketing : health and population
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Bibliographic Information
A manual for culturally-adapted social marketing : health and population
Sage Publications, c1999
- : India : pb
- : us : pb
- Other Title
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A manual for culturally-adapted social marketing : health & population
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Note
Includes bibliographical references
Description and Table of Contents
Description
This is the first book to provide detailed, user-friendly guidelines on how to effect changes in human behaviour using culturally-adapted social marketing campaigns (CASM). It shows how the adoption of some well-established commercial marketing strategies can benefit those involved in development projects.
The book provides an overview of CASM theory and techniques; gives a step-by-step guide to the various phases in such a project; details case studies of successful CASM exercises; and invites readers to develop their own CASM strategy using a campaign to reduce the incidence of female genital multialtion as a case study.
With its wide-range of examples, this book will be an invaluable resource for development practitioners working in areas such as nutrition, reproductive health and safe motherhood, and drugs information, and will also interest researchers in communication studies and marketing.
Table of Contents
PART ONE: INTRODUCTION
About This Manual - T Scarlett Epstein
PART TWO: CULTURALLY-ADAPTED SOCIAL MARKETING IN THEORY AND PRACTICE (CASM)
What is Culturally-Adapted Social Marketing (CASM)? - Mithileshwar Jha
Culturally-Adapted Social Market Research (CASOMAR) - T Scarlett Epstein
An Essential Part of CASM
The Cultural Adaptation of Social Market Research and Social Marketing - T Scarlett Epstein
How Does CASM Communicate and Publicise its Messages? - Mithileshwar Jha
Management of CASM Activities - Mithileshwar Jha
PART THREE: SOME CASM CASE STUDIES
Safe Motherhood Approaches Using Culturally-Appropriate Methods in the Highlands of Papua New Guinea and Other Examples - Marie-Therese Feuerstein
The Bilekahalli Family Planning Project - Ajit Mani and Susan Thomas
A Two-Year Mother-Child Health Pilot Project at Loja, Ecuador, South America - Patricio Mora
A Community Self-Help Programme in Kenya and Other Examples of the Use of CASM Relating to HIV/AIDS/STD - Marie-Therese Feuerstein and Anne Owiti
A UK Drugs Information Study Focusing on Children Aged 9-10 - Hermione Lovel
AIDPLUS (INDIA) Raises Funds - Ajit Mani and Susan Thomas
PART FOUR: A CASM Experimental Exercise
A CASM Strategy to Reduce the Incidence of Female Genital Mutilation - Hermione Lovel
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