Marketing Public Health - 9781449683856

Resnick (health research and policy, U. of Illinois, Chicago) and Siegel (community health sciences, Boston U.) help public health students and practitioners in all levels of government and the private sector understand basic marketing principles and their application in planning, implementing, and evaluating initiatives to change individual behavior, improve social and economic conditions, advance social policies, and compete for public attention and resources. They argue that practitioners must learn the needs and desires of their target audience and package the desired behavior so the target audience recognizes that it will meet those needs and desires, requiring them to understand the motivation, opportunity, and ability to engage in the desired behavior and create product offerings that increase opportunities to do so. They discuss threats to public health and public health as an institution; challenges in promoting social changes; key marketing concepts and how they apply to individual behavior and policy changes; strategic planning, research techniques, and framing and delivering messages; developing messages and mass media and other promotional activities and materials; and tracking, evaluating, and refining social change efforts. This edition has new examples and new case studies on global health and suicide prevention through social media; new coverage of social media technology; and discussion of building relationships with audiences rather than managing individual transactions, the power of branding, and ensuring that audience self-interest is considered and addressed. A companion website features crosswords, flashcards, a glossary, quizzes, matching questions, and web links. Annotation ©2012 Book News, Inc., Portland, OR (booknews.com)