Social Marketing and Public Health: Theory and practice

Paperback | November 21, 2009

EditorJeff French, Clive Blair-Stevens, Dominic McVey

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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 achievingspecific 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, drinkingand 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 allowthe reader to understand some of the benefits 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 business background, including thoseworking in public health, health promotion, public sector management, nursing, medicine, allied health, communications, and marketing.

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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 achievingspecific behavioural goals relevant to the public ...

Jeff French has extensive experience as a senior policy analyst strategist and advisor. He has an extensive CV that encompasses the development and leadership of public sector projects, social marketing programmes and communication strategy at international, national, regional and local levels. With 29 years experience at the interfac...

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Format:PaperbackDimensions:384 pages, 9.69 × 6.73 × 0.07 inPublished:November 21, 2009Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199550697

ISBN - 13:9780199550692

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Table of Contents

1. Jeff French: The case for social marketing2. Aiden Truss, Robert Marshall and Clive Blair-Stevens: A history of social marketing3. Jeff French and Clive Blair-Stevens: Key concepts and principles of social marketing4. Clive Blair-Stevens, Lucy Reynolds, Alex Christopoulos: Behavioural theory - understanding the key influences on human behaviour5. Jeff French and Clive Blair-Stevens: Using social marketing to develop policy, strategy and operational synergy6. Martine Stead and Ross Gordon: Providing evidence for social marketing's effectiveness7. Dominic McVey and Lynne Walsh: Generating 'insight' and building segmentations - moving beyond simple targeting8. Jeff French: Commissioning social marketing9. Aiden Truss and Paul White: Ethical issues in social marketing10. Denise Ong and Clive Blair-Stevens: The Total Process Planning (TPP) Framework11. Lucy Reynolds and Rowena Merritt: Scoping12. Rowena Merritt: Development13. Rowena Merritt: Implementation14. Dominic McVey, Adam Crosier and Alex Christopoulos: Evaluation15. Alex Christopoulos, Clive Blair-Stevens, Jeff French: Follow-up16. Jeff French: Social marketing on a shoestring budget17. Gerard Hastings: Critical social marketing18. Graham Lister: Value for Money in Social Marketing19. Paul White and Jeff French: Capacity building, competencies and standards20. Jeff French: Partnerships in social marketing21. William A Smith: Social marketing in developing countries22. Dean Hanley and Allison Thorpe: Learning from the experts - Interviews with leading social marketers