Social Marketing and Public Health

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 achieving specific 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, drinking and 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 allow the 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 those working in public health, health promotion, public sector management, nursing, medicine, allied health, communications, and marketing.

ISBN 0199550697   Pages 366 ISBN13 9780199550692 (What's this?)   Weight (grammes) 651 Publisher Oxford University Press   Published in Oxford Imprint Oxford University Press   Height (mm) 247 Format Paperback   Width (mm) 173 Publication date 01 Oct 2009   Spine width (mm) 21 DEWEY 362.1   Academic level Professional / Scholarly DEWEY edition DC22

1		The case for social marketing by Jeff French		1
2		A history of social marketing by Aiden Truss and Robert Marshall and Clive Blair-Stevens		19
3		Key concepts and principles of social marketing by Jeff French and Clive Blair-Stevens		29
4		Behavioural theory: understanding the key influences on human behaviour by Clive Blair-Stevens and Lucy Reynolds and Alex Christopoulos		45
5		Using social marketing to develop policy, strategy, and operational synergy by Jeff French and Clive Blair-Stevens		67
6		Providing evidence for social marketing's effectiveness by Martine Stead and Ross and Gordon		81
7		Generating 'insight' and building segmentations - moving beyond simple targeting by Dominic McVey and Lynne Walsh		97
8		Commissioning social marketing by Jeff French		123
9		Ethical issues in social marketing by Aiden Truss and Paul White		139
10		The Total Process Planning (TPP) Framework by Denise Ong and Clive Blair-Stevens		151
11		Scoping by Lucy Reynolds and Rowena Merritt		161
12		Development by Rowena Merritt		193
13		Implementation by Rowena Merritt		209
14		Evaluation by Dominic McVey and Adam Crosier and Alex Christopoulos		219
15		Follow-up by Alex Christopoulos and Clive Blair-Stevens and Jeff French		239
16		Social marketing on a shoestring budget by Jeff French		247
17		Critical social marketing by Gerard Hastings		263
18		Value for money in social marketing by Graham Lister		281
19		Capacity building, competencies, and standards by Paul White and Jeff French		291
20		Partnerships in social marketing by Jeff French		301
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This book offers the authoritative guide to social marketing and public health in the UK...which should be required reading for any healthcare professional with ambition to effect sustainable social improvement. Russell Collins, Finnamore Healthcare Consultancy

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