http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
xvii, 530 pages : illustrations ; 24 cm.
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 -- 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 programs and policies: a case study.
Marketing public health as an institution: a case study -- Applying marketing principles to public health -- The planning process -- Formative research -- Framing the message: crafting communication strategies -- Translating strategy into tactics -- Working with partners -- Mass communication: design and implementation issues -- Pretesting messages and materials -- Monitoring and refining implementation: process evaluation tools -- Issues in outcome evaluation -- Epilogue: What does the future hold?
Includes bibliographical references and index.