The competition for public resources and media attention in mind, an effective marketing campaign is the crucial key factor for the promotion of social change. In order to successfully promote public health, practitioners in government and private business have to gain knowledge about the basics of marketing campaigns, from planning to implementation and evaluation.
The authors therefore provide the latest research on social marketing and communication along with brand-new case studies, written by well-known experts on how to apply these strategies. Different approaches are offered to address “upstream” changes in policy and social environments as well as traditional “downstream” theories to promote health behaviour change at the individual level.
This book is exceptional in offering these social marketing basics exclusively for the public health environment, including worksheets for practitioners and students as well as further reading recommendations.

Siegel, M. & Doner Lotenberg, L. (2007). Marketing Public Health: Strategies to Promote Social Change, 2nd ed. Sudburry: Jones & Bartlett Publishers