Public health branding: applying marketing for social change
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Oxford Univ. Press
2008
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XVI, 304 S. Ill. |
| ISBN: | 9780199237135 |
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| 250 | |a 1. publ. | ||
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| 650 | 4 | |a Marketing of Health Services | |
| 650 | 4 | |a Public Health | |
| 650 | 4 | |a Advertising as Topic | |
| 650 | 4 | |a Health Promotion | |
| 650 | 4 | |a Persuasive Communication | |
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Datensatz im Suchindex
| _version_ | 1804138043169308673 |
|---|---|
| adam_text | Contents
Contributors xv
Part I Theory and conceptual foundations
1 Public health branding: recognition, promise, and delivery of healthy
lifestyles 3
W. Douglas Evans and Gerard Hastings
2 What is a public health brand? 25
Jonathan L. Blitstein, W. Douglas Evans, and David L. Driscoll
3 Evaluation of public health brands: design, measurement, and analysis 43
W. Douglas Evans, Jonathan L. Blitstein, and James C. Hersey
4 Building brands with competitive analysis 73
Ross Gordon, Gerard Hastings, Laura McDermott, and W. Douglas Evans
Part II Public health branding case studies
5 Help: a European public health brand in the making? 93
Gerard Hastings, Jo Freeman, Renata Spackova, and Pierre Siquier
6 Branding play for children: VERB™ It s what you do 109
Marian Huhman, Simani M. Price, and Lance D. Potter
7 Case studies of youth tobacco prevention campaigns from the USA: truth
and half-truths 127
Matthew C. Family and Kevin C. Davis
8 High brand recognition in the context of an unsuccessful communication
campaign: the National Youth Anti-Drug Media Campaign 147
Lela Jacobsohn and Robert C. Hornik
9 Branding through cultural grounding: the keepin it REAL curriculum 161
Michael L. Hecht and Jeong Kyu Lee
10 Public health branding Down Under 181
Robert J. Donovan and Tom E. Carroll
Part III Practice and applications of public health branding
11 Public health brands in the developing world 215
W. Douglas Evans and Muhiuddin Haider
12 Branding of international public health organizations: applying commercial
marketing to global public health 233
Muhiuddin Haider and Michelle J. Lee
xiv j CONTENTS
13 The intersection between tailored health communication and branding for
health promotion 251
Megan A. Lewis and Lauren A. McCormack
14 Challenges and limitations of applying branding in social marketing 271
Lauren A. McCormack, Megan A. Lewis, and David Driscoll
15 Future directions for public health branding 287
W. Douglas Evans and Gerard Hastings
Index 297
|
| adam_txt |
Contents
Contributors xv
Part I Theory and conceptual foundations
1 Public health branding: recognition, promise, and delivery of healthy
lifestyles 3
W. Douglas Evans and Gerard Hastings
2 What is a public health brand? 25
Jonathan L. Blitstein, W. Douglas Evans, and David L. Driscoll
3 Evaluation of public health brands: design, measurement, and analysis 43
W. Douglas Evans, Jonathan L. Blitstein, and James C. Hersey
4 Building brands with competitive analysis 73
Ross Gordon, Gerard Hastings, Laura McDermott, and W. Douglas Evans
Part II Public health branding case studies
5 Help: a European public health brand in the making? 93
Gerard Hastings, Jo Freeman, Renata Spackova, and Pierre Siquier
6 Branding play for children: VERB™ It's what you do 109
Marian Huhman, Simani M. Price, and Lance D. Potter
7 Case studies of youth tobacco prevention campaigns from the USA: truth
and half-truths 127
Matthew C. Family and Kevin C. Davis
8 High brand recognition in the context of an unsuccessful communication
campaign: the National Youth Anti-Drug Media Campaign 147
Lela Jacobsohn and Robert C. Hornik
9 Branding through cultural grounding: the keepin it REAL curriculum 161
Michael L. Hecht and Jeong Kyu Lee
10 Public health branding Down Under 181
Robert J. Donovan and Tom E. Carroll
Part III Practice and applications of public health branding
11 Public health brands in the developing world 215
W. Douglas Evans and Muhiuddin Haider
12 Branding of international public health organizations: applying commercial
marketing to global public health 233
Muhiuddin Haider and Michelle J. Lee
xiv j CONTENTS
13 The intersection between tailored health communication and branding for
health promotion 251
Megan A. Lewis and Lauren A. McCormack
14 Challenges and limitations of applying branding in social marketing 271
Lauren A. McCormack, Megan A. Lewis, and David Driscoll
15 Future directions for public health branding 287
W. Douglas Evans and Gerard Hastings
Index 297 |
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| dewey-full | 362.1068/8 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 362 - Social problems and services to groups |
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| discipline | Soziologie |
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| edition | 1. publ. |
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| spelling | Public health branding applying marketing for social change ed. by W. Douglas Evans ... 1. publ. Oxford [u.a.] Oxford Univ. Press 2008 XVI, 304 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Public health Marketing Marketing of Health Services Public Health Advertising as Topic Health Promotion Persuasive Communication Gesundheitsförderung (DE-588)4294611-6 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf Überzeugung (DE-588)4186657-5 gnd rswk-swf Öffentliche Dienstleistung (DE-588)4123867-9 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Gesundheitsförderung (DE-588)4294611-6 s Überzeugung (DE-588)4186657-5 s DE-604 Öffentliche Dienstleistung (DE-588)4123867-9 s Kundenorientierung (DE-588)4316837-1 s b DE-604 Evans, W. Douglas Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016755765&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Public health branding applying marketing for social change Public health Marketing Marketing of Health Services Public Health Advertising as Topic Health Promotion Persuasive Communication Gesundheitsförderung (DE-588)4294611-6 gnd Kundenorientierung (DE-588)4316837-1 gnd Überzeugung (DE-588)4186657-5 gnd Öffentliche Dienstleistung (DE-588)4123867-9 gnd |
| subject_GND | (DE-588)4294611-6 (DE-588)4316837-1 (DE-588)4186657-5 (DE-588)4123867-9 (DE-588)4143413-4 |
| title | Public health branding applying marketing for social change |
| title_auth | Public health branding applying marketing for social change |
| title_exact_search | Public health branding applying marketing for social change |
| title_exact_search_txtP | Public health branding applying marketing for social change |
| title_full | Public health branding applying marketing for social change ed. by W. Douglas Evans ... |
| title_fullStr | Public health branding applying marketing for social change ed. by W. Douglas Evans ... |
| title_full_unstemmed | Public health branding applying marketing for social change ed. by W. Douglas Evans ... |
| title_short | Public health branding |
| title_sort | public health branding applying marketing for social change |
| title_sub | applying marketing for social change |
| topic | Public health Marketing Marketing of Health Services Public Health Advertising as Topic Health Promotion Persuasive Communication Gesundheitsförderung (DE-588)4294611-6 gnd Kundenorientierung (DE-588)4316837-1 gnd Überzeugung (DE-588)4186657-5 gnd Öffentliche Dienstleistung (DE-588)4123867-9 gnd |
| topic_facet | Public health Marketing Marketing of Health Services Public Health Advertising as Topic Health Promotion Persuasive Communication Gesundheitsförderung Kundenorientierung Überzeugung Öffentliche Dienstleistung Aufsatzsammlung |
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