Overview
Introduction to Social Marketing for Public Health, by noted social marketing scholar and consultant\xa0R. Craig Lefebvre\xa0focuses on the use of marketing principles and techniques to develop population-based health promotion and disease prevention programs.\xa0It features a practical\xa0emphasis on incorporating a marketing orientation and marketing techniques to address the diverse range of issues and problems that are encountered in the modern day practice of public health. The book's comprehensive view of social marketing includs its research base, its applications to a diverse set of social problems, and the focus on the public health field for which it has been most thoroughly explored. The book promotes social marketers as scientists-practitioners who must understand the theory and research of social marketing as it is applied to designing effective social change programs. The book starts with fundamentals including the development, definition, and approach\xa0of the social marketing discipline. Ensuing chapters weave together research and case studies with a people-centered approach that relies on insight and empathy as much as on data for program development and management. Learning and behavior change are explored in a social context as much as in an individual one. The book teaches how to adapt design thinking, social media and other new business methodologies to complement the marketing planning process that inspires and engages people to develop programs that are more effective, efficient, equitable and sustainable than existing solutions.
