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Marketing Public Health: Strategies to Promote Social Change, Second Edition

Author(s): Michael Siegel, MD, MPH, Professor, Boston University School of Public Health
Lynne Doner Lotenberg, MA
Details:
  • ISBN-13: 9780763738914
  • ISBN-10:0763738913
  • Paperback    608 pages      © 2007
Price: International Sales $129.95 US List
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Overview

Given the current changes in the social, political, and economic environments in which health care is delivered, public health practitioners at all levels of government and in the private sector must run effective campaigns to change individual behavior, improve social and economic conditions, advance social policies, and compete successfully for public attention and resources.

 

Marketing Public Health: Strategies to Promote Social Change, Second Edition is designed to help students and practitioners of public health understand basic marketing principles and strategically apply these principles in planning, implementing, and evaluating public health initiatives.

 

Key Features:

 

  • Only book on marketing tailored specifically for the public health environment.
  • Written at a level appropriate for students new to marketing and/or public health; however, it covers many topics in greater depth making it relevant for current practitioners.
  • Informed both by changes in the marketing environment and also by the latest thinking among marketing and social marketing researchers and practitioners.
  • Emphasizes using marketing approaches for “upstream” changes in policy and legal, economic, and social environments as well as addressing the traditional “downstream” use of social marketing to help individuals change their own health behaviors.
  • Includes all-new case studies, written by respected and well-known guest contributors from the front lines, that illustrate the principles and strategies in a way that makes it immediately apparent to the reader how the material can be used in modern, real-life public health campaigns.
  • Uses many examples from areas of public health interest that have arisen only in the past few years (e.g., bioterrorism, SARS, West Nile virus).
  • Thoroughly discusses current themes in marketing, such as branding; building relationships with audiences; ensuring audience self-interest; and process and outcome evaluation—all presented in detail from the standpoint of the public health practitioner.
  • Presents a solid marketing approach, including well-developed sections on communications but also providing guidance on how to manage pricing, distribution, and development of product or service offerings.
  • Includes worksheets, a suggested reading list, and, where appropriate, references to other books that cover selected topics in greater depth.

ShowTable of Contents

Chapter 1         Emerging Threats to the Public's Health -The Need for Social Change

Chapter 2         Marketing Social Change-A Challenge for the Public Health Practitioner

Chapter 3         Marketing Social Change-An Opportunity for the Public Health Practitioner

Chapter 4         Emerging Threats to the Survival of Public Health

Chapter 5         Marketing Public Health-A Challenge for the PublicHealth Practitioner

Chapter 6         Marketing Public Health-An Opportunity for the Public Health Practitioner

Chapter 7         Urunana - Radio Health Communication: A Case Study from Rwanda

Chapter 8         Marketing Public Health as an Institution: A Case Study

Chapter 9         Applying Marketing Principles To Public Health

Chapter 10       The Planning Process

Chapter 11       Formative Research

Chapter 12       Framing and Delivering the Message: Crafting Communication Strategies

Chapter 13       Translating Strategy Into Tactics

Chapter 14       Working with Partners, Allies, Coalitions, and Intermediaries

Chapter 15       Promotional Materials and Activities

Chapter 16       Monitoring and Refining Implementation: Process Evaluation Tools

Chapter 17       Outcome Evaluation Issues and Designs

Chapter 18       Overview of Common Theories and Marketing Research Methods

Appendix A      Hiring Agencies, Contractors, And Consultants

Appendix B      Suggested Readings

Appendix C      Glossary of Terms


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ShowAbout the Author(s)

Michael Siegel, MD, MPH-Professor, Boston University School of Public Health

Dr. Siegel completed his residency in Preventive Medicine at the UC Berkeley School of Public Health and trained in epidemiology for two years at the Centers for Disease Control and Prevention in Atlanta before coming to Boston. His primary research interest is in the area of tobacco control, focusing on secondhand smoke health effects, exposure, and policies, cigarette advertising and marketing practices and their effects on youths, and evaluation of tobacco control policies and their impact on youth and adult smoking behavior. His primary teaching is in the areas of mass communication, marketing, and public health advocacy. He has been active in promoting smoke-free bar and restaurant policies throughout the country and has served as an expert witness in several major tobacco litigation cases.

Additional Titles by this Author

Lynne Doner Lotenberg, MA

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ShowReviews

  • "This book offers a comprehensive strategic approach to developing public health interventions. It is readable and has good examples/lessons learned for public health pratitioners.  I especially like that the authors include a section on working with partners.

    I work as a public health consultant in developing countries and teach public health courses in the Department of Family & Community Medicine at the University of New Mexico.  I plan to adopt this text for a course in which I teach program planning and health communication/social marketing, and to recommend it to my colleagues and overseas clients!"

    —Corinne L. Shefner-Rogers, PhD, University of New Mexico, School of Medicine, Department of Family & Community Medicine/MPH Program"This book offers a comprehensive strategic approach to developing public health interventions. It is readable and has good examples/lessons learned for public health pratitioners.  I especially like that the authors include a section on working with partners.

    I work as a public health consultant in developing countries and teach public health courses in the Department of Family & Community Medicine at the University of New Mexico.  I plan to adopt this text for a course in which I teach program planning and health communication/social marketing, and to recommend it to my colleagues and overseas clients!"

    —Corinne L. Shefner-Rogers, PhD, University of New Mexico, School of Medicine, Department of Family & Community Medicine/MPH Program

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