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Marketing Public Health, Third Edition
Strategies to Promote Social Change

Author(s): Elissa A. Resnick, MPH, Visiting Research Specialist, Institute of Health Research and Policy, University of Illinois, Chicago, Chicago, Illinois
Michael Siegel, MD, MPH, Professor, Boston University School of Public Health
Details:
  • ISBN-13: 9781449683856
  • Product With Access Code    382 pages      © 2013
Price: $143.95 US List
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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, Third 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.
  • Informed both by changes in the marketing environment and also by the latest thinking among marketing and social marketing researchers and practitioners.
  • New examples and case studies throughout, including a new case study from the field of Global Health
  • New coverage of the use of social media technology such as Facebook, Twitter, and blogging.
  • New, more concise length makes the book ideal for a one-semester course
  • 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.
  • 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 as well as 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.
  Acknowledgements  1  Acknowledgements
Foreword  1  Foreword
    Chapter  1  Emerging Threats to the Public’s Health
    Chapter  2  Emerging Threats to the Survival of Public Health
    Chapter  3  Challenges for Marketing Social Change
    Chapter  4  Challenges for Marketing Public Health
    Chapter  5  Introduction to Marketing Principles
    Chapter  6  The Planning Process
    Chapter  7  Formative Research
    Chapter  8  Framing and Reframing
    Chapter  9  Communications Strategies and Tactics
    Chapter  10  Promotional Materials and Activities
    Chapter  11  Process Evaluation
    Chapter  12  Outcome Evaluation
    Chapter  13  Building a Movement With Social Media by Elana Premack Sandler
    Chapter  14  Urunana—Radio Health Communication: A Case Study from Rwanda by Narcisse Kalisa, Prudence Uwabakurikiza, Samuel Kyagambiddwa, Jeannette Wijnants, and Stephen Collens
    Chapter  Epilogue  Epilogue: What Does the Future Hold?

Elissa A. Resnick, MPH-Visiting Research Specialist, Institute of Health Research and Policy, University of Illinois, Chicago, Chicago, Illinois

Additional Titles by this Author

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.

The following instructor resources are available to qualified instructors for download

ISBN-13: 9781449683856

Angel ready Test Bank
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Instructor Manual
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Slides in PowerPoint Format
Test Bank
Transition Guide

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