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Social Marketing and Public Health
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Social Marketing and Public Health: Theory and practice

Jeff French, Clive Blair-Stevens, Dominic McVey, and Rowena Merritt

Abstract

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. So ... More

Keywords: social marketing, public health, commercial marketing tools, social behaviour-change, target groups, behavioural goals, public good, health inequalities, voluntary lifestyle behaviours, smoking

Bibliographic Information

Print publication date: 2009 Print ISBN-13: 9780199550692
Published to Oxford Scholarship Online: February 2010 DOI:10.1093/acprof:oso/9780199550692.001.0001

Authors

Affiliations are at time of print publication.

Jeff French, editor
Executive Director, National Social Marketing Centre, London, UK

Clive Blair-Stevens, editor
Director of Strategy & Operations, National Social Marketing Centre, London, UK

Dominic McVey, editor
Director of Research and Development, National Social Marketing Centre, London, UK

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Contents

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Chapter 2 A history of social marketing

Aiden Truss, Robert Marshall, and Clive Blair-Stevens

Chapter 3 Key concepts and principles of social marketing

Jeff French and Clive Blair-Stevens

Chapter 4 Behavioural theory: understanding the key influences on human behaviour

Clive Blair-Stevens, Lucy Reynolds, and Alex Christopoulos

Chapter 10 The Total Process Planning (TPP) Framework

Denise Ong and Clive Blair-Stevens

Chapter 11 Scoping

Lucy Reynolds and Rowena Merritt

Chapter 12 Development

Rowena Merritt

Chapter 13 Implementation

Rowena Merritt

Chapter 14 Evaluation

Dominic McVey, Adam Crosier, and Alex Christopoulos

Chapter 15 Follow-up

Alex Christopoulos, Clive Blair-Stevens, and Jeff French