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Social Marketing Research for Global Public Health – Methods and Technologies | Oxford Scholarship Online
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Social Marketing Research for Global Public Health: Methods and Technologies

W. Douglas Evans

Abstract

Social marketing is a process aimed at changing behavior to improve society and the individual. The main questions are Does social marketing work? and, if so, How does it work? That is where research and evaluation come in. This book is about describing, applying, understanding, and advancing the state of social marketing research and evaluation. That means articulating a basis in theory and practice for specific social marketing initiatives, developing processes by which social marketing can be implemented in the real world, and conducting evaluation research to determine if those processes a ... More

Keywords: social marketing, health communication, formative research, message testing, brand research, process evaluation, outcome evaluation, public health, health promotion

Bibliographic Information

Print publication date: 2016 Print ISBN-13: 9780199757398
Published to Oxford Scholarship Online: August 2016 DOI:10.1093/acprof:oso/9780199757398.001.0001

Authors

Affiliations are at time of print publication.

W. Douglas Evans, author
Professor and Director, Public Health Communication and Marketing, The George Washington University