This book explores two aspects of public health marketing. Section One details the marketing challenges that the industry of public health faces. Section Two outlines the steps involved in planning a specific public health campaign. In the era of managed care both aspects of marketing are crucial to the survival of public health. This book is a must for public health practitioners and students. An Instructor's manual is available.

Contents: MARKETING PRINCIPLES FOR PUBLIC HEALTH PRACTICE
* Marketing Social Change
* Emerging Threats to the Public's Health
* The Need for Social Change
* Marketing Social Change: A Challenge for the Public Health Practitioner
* Marketing Social Change: An Opportunity for the Public Health Practitioner
* Marketing Public Health: Emerging Threats to the Survival of Public Health
* Marketing Public Health: A Challenge for the Public Health Practitioner
* Marketing Public Health: An Opportunity for the Public Health Practitioner
* Marketing Public Health: Case Studies
* Marketing Public Health Programs and Policies: A Case Study
* Marketing Public Health as an Institution: A Case Study
* USING MARKETING PRINCIPLES TO DESIGN, IMPLEMENT AND EVALUATE PUBLIC HEALTH INTERVENTIONS
* Planning and Applying Marketing Principles to Public Health
* The Planning Process
* Formative Research
* Framing the Message: Crafting Communication Strategies
* Development, Testing, and Implementation
* Translating Strategy into Tactics
* Working with Partners
* Mass Communication: Design and Implementation Issues
* Pretesting Messages and Materials
* Assessing Progress and Making Refinements
* Monitoring and Refining Implementation: Process Evaluation Tools
* Issues in Outcome Evaluation
* Epilogue: What Does the Future Hold?
* References
* Appendixes