Social Marketing (New ed)

Drawing on 20 years of experience in the U.S. and the Third World, Manoff presents ways in which modern marketing methods can be applied to problems of public health and nutrition practices.

He incorporates all aspects of the social marketing process, from theory and background to the necessary tools and techniques, establishing comprehensive guidelines that can be implemented to strengthen current public health programs.

An essential resource for developmental health professionals, or anyone interested in innovative marketing techniques. This work includes methods for tailoring health education to the preceptions of the target audience, and techniques for uncovering the resistance points; insights using mass media to extend the reach and impact of public education efforts; tools for designing effective messages; special research approaches including focus groups and feed forward; in-process evaluation tools that identify program flaws during early stages of implementation; planning hints to encourage public and private cooperation; and case studies exploring some of the most interesting and educational applications of social marketing principles.