Marketing public health : strategies to promote social change / Michael Siegel, Lynne Doner Lotenberg.

Siegel, Michael, M.D. [Browse]
2nd ed.
Sudbury, Mass. : Jones and Bartlett Publishers, c2007.
xx, 608 p. : ill. ; 23 cm.


Public healthMarketing [Browse]
Related name
Bibliographic references
Includes bibliographical references and index.
Pt. I. Marketing principles for public health practice -- Ch. 1. Emerging threats to the public's health - the need for social change -- Ch. 2. Marketing social change - a challenge for the public health practitioner -- Ch. 3. Marketing social change - an opportunity for the public health practitioner -- App. 3-A. The importance of formative research in public health campaigns : an example from the area of HIV prevention among gay men -- Ch. 4. Emerging threats to the survival of public health -- Ch. 5. Marketing public health - a challenge for the public health practitioner -- Ch. 6. Marketing public health - an opportunity for the public health practitioner -- App. 6-A. Exploring of core values of policy makers : lessons from public health history -- App. 6-B. An example of reframing a public health policy issue : antismoking ordinances -- Ch. 7. Urunana - radio health communication : a case study from Rwanda -- Ch. 8. Marketing public health as an institution : a case study -- Pt. II. Using marketing principles to design, implement, and evaluate public health interventions -- Ch. 9. Applying marketing principles to public health -- App. 9-A. Using marketing principles to craft a national action plan -- Ch. 10. The planning process -- App. 10-A. Planning a marketing initiative to reduce alcohol-related motor vehicle fatalities -- App. 10-B. Strategic planning worksheets -- Ch. 11. Formative research -- App. 11-A. Building support for coordinated school health : using multiple formative research techniques to shape an initiative -- App. 11-B. Sample recruitment screener -- App. 11-C. Sample focus group moderator's guide -- App. 11-D. Sample central-site interview questionnaire -- Ch. 12. Framing and delivering the message : crafting communication strategies -- App. 12-A. Communication strategy development worksheets -- Ch. 13. Translating strategy into tactics -- Ch. 14. Working with partners, allies, coalitions, and intermediaries -- Ch. 15. Promotional materials and activities -- Ch. 16. Monitoring and refining implementation : process evaluation tools -- Ch. 17. Outcome evaluation issues and designs -- Ch. 18. Overview of common theories and marketing research methods -- App. 18-A. Using theory and formative research to guide message development -- App. A. Hiring agencies, contractors, and consultants -- Epilogue : what does the future hold?
  • 0763738913
  • 9780763738914
International Article Number
  • 9780763738914
C - S

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