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. |
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