Social marketing and public health: theory and practice

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 thebenefits 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 businessbackground, including those working in public health, health promotion, public sector management, nursing, medicine, allied health, communications, and marketing. INDICE: 1: Jeff French: The case for social marketing 2: Aiden Truss, Robert Marshall and Clive Blair-Stevens: A history of social marketing 3: Jeff French and Clive Blair-Stevens: Key concepts and principles of social marketing 4: Clive Blair-Stevens, Lucy Reynolds, Alex Christopoulos: Behavioural theory -understanding the key influences on human behaviour 5: Jeff French and Clive Blair-Stevens: Using social marketing to develop policy, strategy and operational synergy 6: Martine Stead and Ross Gordon: Providing evidence for social marketing's effectiveness 7: Dominic McVey and Lynne Walsh: Generating 'insight'and building segmentations - moving beyond simple targeting 8: Jeff French: Commissioning social marketing 9: Aiden Truss and Paul White: Ethical issues insocial marketing 10: Denise Ong and Clive Blair-Stevens: The Total Process Planning (TPP) Framework 11: Lucy Reynolds and Rowena Merritt: Scoping 12: Rowena Merritt: Development 13: Rowena Merritt: Implementation 14: Dominic McVey, Adam Crosier & Alex Christopoulos: Evaluation 15: Alex Christopoulos, Clive Blair-Stevens, Jeff French: Follow-up 16: Jeff French: Social marketing on a shoestring budget 17: Gerard Hastings: Critical social marketing 18: Graham Lister: Value for Money in Social Marketing 19: Paul White and Jeff French: Capacitybuilding, competencies and standards 20: Jeff French: Partnerships in social marketing 21: William A Smith: Social marketing in developing countries 22: Dean Hanley and Allison Thorpe: Learning from the experts - Interviews with leading social marketers

• ISBN: 978-0-19-955069-2
• Editorial: Oxford University
• Encuadernacion: Rústica
• Páginas: 366
• Fecha Publicación: 01/10/2009
• Nº Volúmenes: 1
• Idioma: Inglés