SOCIAL MARKETING & PUBLIC HEALTH 2E P

2. Auflage 2017
ISBN: 978-0-19-871769-0
Verlag: ACADEMIC

Buch, Englisch, 272 Seiten, Print PDF, Format (B × H): 170 mm x 244 mm, Gewicht: 455 g

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 book's focus to a globally-relevant approach to the application and evaluation of social marketing, and includes a range of international case studies. In addition to coverage 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.

Autoren/Hrsg.

French, Jeff

Fachgebiete

• Medizin | Veterinärmedizin Medizin | Public Health | Pharmazie | Zahnmedizin Medizin, Gesundheitswesen Medizinische Soziologie & Psychologie
• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Gesundheitssoziologie, Medizinsoziologie
• Medizin | Veterinärmedizin Medizin | Public Health | Pharmazie | Zahnmedizin Medizin, Gesundheitswesen Präventivmedizin, Gesundheitsförderung, Medizinisches Screening
• Medizin | Veterinärmedizin Medizin | Public Health | Pharmazie | Zahnmedizin Medizin, Gesundheitswesen Public Health, Gesundheitsmanagement, Gesundheitsökonomie, Gesundheitspolitik

Inhaltsverzeichnis

- 1: Jeff French: The case for social marketing in public health

- 2: Jeff French: Key principals, concepts, and techniques of social marketing

- 3: Jeff French: Social marketing planning

- 4: Adam Crosier and Dominic McVey: Evaluation of social marketing programmes

- 5: Jeff French: Social marketing and public health strategy

- 6: Jeff French: Behaviour and how to influence it

- 7: Dominic McVey and Adam Crosier: Generating insight and building segmentation models in social marketing

- 8: Jeff French: Commissioning social marketing

- 9: Jeff French: Social marketing on a small budget

- 10: Jeff French: Building social programme coalitions

- 11: Lynne Eagle, Stephan Dahl, and David Low: Ethical issues in social marketing

- 12: Melissa K. Blair: Using digital and social media platforms for social marketing

- 13: Julie McBride, Kim Longfield, Dana Sievers, and Dominic Montagu: Social franchising: Strengthening health systems through private sector approaches

- Index

Über Autor(innen)

Professor Jeff French is a global thought leader in the fields of behavioural influence, social marketing, social programme planning and social communication. In addition to his visiting Professorship at Brighton University and Fellowship at Kings College, University of London, he teaches at six other universities on a regular basis. He is the author of four books and over 90 academic papers, guides, and training manuals, is a member of several national and international policy committees, and sits on the editorial board of four professional journals.

Having worked in over 29 countries, Jeff has just completed the first professional technical guide to Social Marketing for the EU European Centre for Disease Control. He also leads the social marketing component of the European Ecom Programme, organises both the European Social Marketing Conference and World Social Marketing Conference, as well as an often working for the WHO in a consultant capacity.