Social marketing and public health : theory and practice
Author(s)
Bibliographic Information
Social marketing and public health : theory and practice
Oxford University Press, 2010
Available at 14 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
- 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
by "Nielsen BookData"