Research Catalog

Details

Description

1. xxiii, 564 pages : illustrations; 24 cm

Summary

1. "Focusing on the use of marketing principles and techniques to develop population-based health promotion and disease prevention programs, this book features a practical emphasis for incorporating a marketing orientation and marketing techniques to address the diverse range of issues and problems that are encountered in the practice of public health. Its comprehensive view of social marketing includes its research base, its applications to a diverse set of social problems, and the focus on the public health field. The book promotes social marketers as scientists-practitioners who must understand the theory and research of social marketing as it is applied to designing effective social change programs"--Provided by publisher.

Alternative title

1. Strategies and tools for improving health, well-being, and the environment

Subject

1. Medical care > Marketing
2. Health promotion
3. Social marketing
4. Social change
5. Marketing of Health Services > methods
6. Health Promotion > methods
7. Social Marketing
8. Social Change
9. Health Promotion
10. Health and Fitness
11. Social change
12. Health promotion
13. Medical care > Marketing
14. Social marketing
15. Sozialer Wandel
16. Gesundheit
17. Nachhaltigkeit
18. Gesundheitsökonomie

Contents

1. The history and domains of social marketing -- Principles of social marketing -- Determinants, context and consequences for individual and social change -- Segmentation and competition -- Moving from descriptions of people to understanding, empathy, and insight -- The consumer experience as the marketer's touchpoint -- Strategic positioning and brands -- Embedding marketing in programs and organizations: Developing strategy -- Using marketing mix components for program development -- Monitoring and evaluation -- Personal and community engagement in change -- Social technologies for social marketing and social change -- Social marketing for dissemination and program sustainability -- Management and innovation.

Owning institution

1. Princeton University Library

Bibliography (note)

1. Includes bibliographical references (p. [505]-540) and index.