The last ten years have seen tremendous advances in the theory and practice base of social marketing globally. Social Marketing and Public Health:: Theory and Practice introduces new conceptual models and approaches to influence behaviour that promotes health and prevents disease. This new edition moves the books focus to a globally-relevant approach to the application and evaluation of social marketing, and includes a range of international case studies. In addition tocoverage of key concepts and techniques in social marketing, this book contains chapters on areas such as marketing on a budget, ethical issues, and incorporating digital and social media platforms into social marketing strategies. A practical how to guide; Social Marketing and Public Health empowers citizens by understanding their needs and working together to create healthy communities. It sets out a compelling case for a more citizen, patient, or client-focused approach to promoting health and preventing disease, which is the core of good social marketing practice. Written by international experts in the field, this book is a useful guide for public health specialist planners and policy makers, social marketing organisations and professionals, and students and academics in these fields.
The case for social marketing in public health; Key principals, concepts, and techniques of social marketing; Social marketing planning; Evaluation of social marketing programmes; Social marketing and public health strategy; Behaviour and how to influence it; Generating insight and building segmentation models in social marketing; Commissioning social marketing; Social marketing on a small budget; Building social programme coalitions; Ethical issues in social marketing; Using digital and social media platforms for social marketing; Social franchising: Strengthening health systems through private sector approaches; Index;
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