Social marketing and public health : theory and practice
著者
書誌事項
Social marketing and public health : theory and practice
Oxford University Press, 2010
大学図書館所蔵 全14件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
Social marketing is the application of commercial marketing tools and principles to the design, implementation and evaluation of health and social behaviour change programmes. It focuses on target groups within the population, tailoring campaigns and awareness, with the aim of achieving specific behavioural goals relevant to the public good. It is increasingly recognised as a valuable tool within public health, where it can improve health and reduce health inequalities. It is particularly important for influencing voluntary lifestyle behaviours such as smoking, drug use, drinking and diet. Social marketing and public health: theory and practice gives an international focus on social marketing. It covers both theory and practice, frames social marketing within its political and policy context, and takes an ecological view of health improvement. The book includes case examples to allow the reader to understand some of the benefits and challenges of this approach, and provides a step by step guide to developing, implementing and evaluating social marketing.
It will appeal to a broad academic and practitioner readership, from both a medical and business background, including those working in public health, health promotion, public sector management, nursing, medicine, allied health, communications, and marketing.
目次
- 1. The case for social marketing
- 2. A history of social marketing
- 3. Key concepts and principles of social marketing
- 4. Behavioural theory - understanding the key influences on human behaviour
- 5. Using social marketing to develop policy, strategy and operational synergy
- 6. Providing evidence for social marketing's effectiveness
- 7. Generating 'insight' and building segmentations - moving beyond simple targeting
- 8. Commissioning social marketing
- 9. Ethical issues in social marketing
- 10. The Total Process Planning (TPP) Framework
- 11. Scoping
- 12. Development
- 13. Implementation
- 14. Evaluation
- 15. Follow-up
- 16. Social marketing on a shoestring budget
- 17. Critical social marketing
- 18. Value for Money in Social Marketing
- 19. Capacity building, competencies and standards
- 20. Partnerships in social marketing
- 21. Social marketing in developing countries
- 22. Learning from the experts - Interviews with leading social marketers
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