PUBLIC HEALTH MARKETING & COMMUNICATION
Marketing Public Health Strategies to Promote Social Change THIRD EDITION
Elissa A. Resnick, MPH, University of Illinois, Chicago Michael Siegel, MD, MPH, Boston University School of Public Health Marketing Public Health: Strategies to Promote Social Change, Third Edition is designed to help students and practitioners of public health understand basic marketing principles and strategically apply these principles in planning, implementing, and evaluating public health initiatives. The book presents a solid marketing approach, including well-developed sections on communications as well as guidance on how to manage pricing, distribution, and development of product or service offerings. Marketing Public Health uniquely examines marketing approaches for both “upstream” changes in policy and legal, economic, and social environments as well as the traditional “downstream” use of social marketing to help individuals change their own health behaviors. Current themes in marketing, such as branding; building relationships with audiences; ensuring audience self-interest; and process and outcome evaluation are all presented in detail from the standpoint of the public health practitioner.
NEW
Key Features: • Only book on marketing tailored specifically for the public health environment. • Informed both by changes in the marketing environment and also by the latest thinking. • New examples and case studies throughout • New coverage of the use of social media technology such as Facebook, Twitter, and blogging. • Includes worksheets, a suggested reading list and references.
ISBN-13: 978-1-4496-8385-6 Paperback with Access Code • 600 pages • © 2013
Instructor Resources: IM, PP, TB Student Resources: CW Learn More at: go.jblearning.com/resnick3
Companion Website Each new copy of this text comes packaged with an access code card that gives your students entry to a companion website offering a wealth of interactive tools to engage them in learning:
ISBN-13: 978-1-4496-8356-6
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• Interactive Flashcards guide them through key definitions. • Crossword Puzzles provide a fun and interactive overview of terms from each chapter. • Interactive Glossary allows them to instantly view definitions of key terms from the book—search by keyword, browse alphabetically, or browse by chapter. • Matching Questions reinforce concepts through engaging, hands-on exercises. • Web Links showcase external sites that provide additional material.
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