Marketing Public Health: Strategies to Promote Social ChangeJones & Bartlett Learning, 2004 - 530 pages Prepare your students for careers in public health, social marketing, health communication, media advocacy, and health promotion with this ideal textbook. Marketing Public Health is the ultimate one-stope guide to every stage of the marketing campaign, from planning to execution to evaluation and refinement. The text contains many case studies, anecdotes, illustrations, and examples. It is written in clear language, with simple terms, and a helpful glossary to help students navigate through unfamiliar terrain. |
Contents
Marketing Social ChangeAn Opportunity for | 42 |
8 | 54 |
Section IIMarketing Public Health | 71 |
The Illusion of Managed Care as an Opportunity | 79 |
The Lost Vision of Public Health | 90 |
9 | 95 |
Appendix 4A Summary of Lobbying Regulations | 100 |
Chapter 6 | 115 |
Guide | 306 |
Crafting Communication | 312 |
Section IIDevelopment Testing and Implementation | 343 |
by Month | 365 |
Design and Implementation | 381 |
Pretesting Messages and Materials | 415 |
Questionnaire | 438 |
Section IIIAssessing Progress and Making Refinements | 447 |
Section IIIMarketing Public HealthCase Studies | 149 |
Marketing Public Health as an Institution | 170 |
PART IIUSING MARKETING PRINCIPLES TO DESIGN | 193 |
The Planning Process | 225 |
Chapter 3 | 242 |
The Role | 261 |
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Common terms and phrases
action activities advertising advocacy affirmative action agencies appeal approach assess autonomy basic behavior change benefits budget campaign Cancer Centers for Disease Chapter cholera coalition conducted consumer core values costs coverage developed discussed Disease Control Ebola virus economic effective efforts environment epidemic evaluation example federal focus groups formative research framing funding goal health behavior identify impact implementation important increase individual infectious diseases initiative Institute intervention interviews issue Journal of Public legislation managed care marketing principles marketing public health marketing social Marttila mass media materials messages National National Cancer Institute organizations outcomes partners policy makers poll population pretest problem promote public health policy public health practitioners public health programs questions reform reframe responsibility role smoking social change society specific target audience members telemarketers television threat tion tobacco control tobacco industry transtheoretical model U.S. Department voters