Social Marketing and Public Health Theory and Practice

by French, Jeff

• ISBN13: 9780198717690
• ISBN10: 0198717695
• Edition: 2nd
• Format: Paperback
• Copyright: 2017-04-09
• Publisher: Oxford University Press

Summary

The last ten years have seen tremendous advances in the theory and practice base of social marketing globally. Social Marketing and Public Health provides up-to-date thinking on these developments. It 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 social marketing on a small budget, ethical issues, and incorporating digital and social media platforms into social marketing strategies.

This is a practical 'how to' guide for those interested in understanding and applying social marketing principles to their public health practice and strategies. It sets out a compelling case for a more citizen-, patient-, or client-focused approach to promoting health and preventing disease. Empowering citizens by understanding their needs and working together to create healthy communities is the core of good social marketing practice - this is both reflected and promoted in this book.

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.

Author Biography

Jeff French, CEO Strategic Social Marketing, Visiting Professor, Brighton University Business School, and Fellow, King's College, University of London

Professor Jeff French is a global thought leader in the fields of behavioural influence, social marketing, and social programme planning and social communication. Jeff is a visiting Professor at Brighton University and a Fellow at Kings College London University and teaches at six other universities on a regular basis. Jeff is the author of four books and over 90 academic papers guides and training manuals. Jeff is a member of several national and international policy committees and is a member of the Editorial Board of four professional Journals. Jeff is the organiser of the European and World Social Marketing Conferences. Jeff has worked in over 29 countries and has just completed the first professional technical guide to Social Marketing for the EU European Centre for Disease Control. Jeff leads the social marketing component of the European ECom Programme and has worked on many occasions for WHO as a consultant.

Table of Contents

1. The case for social marketing in public health, Jeff French
2. Key principals, concepts, and techniques of social marketing, Jeff French
3. Social marketing planning, Jeff French
4. Evaluation of social marketing programmes, Adam Crosier and Dominic McVey
5. Social marketing and public health strategy, Jeff French
6. Behaviour and how to influence it, Jeff French
7. Generating insight and building segmentation models in social marketing, Dominic McVey and Adam Crosier
8. Commissioning social marketing, Jeff French
9. Social marketing on a small budget, Jeff French
10. Building social programme coalitions, Jeff French
11. Ethical issues in social marketing, Lynne Eagle, Stephan Dahl, and David Low
12. Using digital and social media platforms for social marketing, Melissa K. Blair
13. Social franchising: Strengthening health systems through private sector approaches, Julie McBride, Kim Longfield, Dana Sievers, and Dominic Montagu
Index