Public health branding
Subtitle: applying marketing for social change
By: edited by W. Douglas Evans, Gerard Hastings.
Contributors: Evans, W. Douglas.; Hastings, Gerard.
Publisher: Oxford University Press
Published: 2008
Place of publication: Oxford; New York
Language: eng
Number of pages: 304
ISBN-13: 9780199237135
Subjects: Public health -- Marketing; Marketing of Health Services; Public Health; Advertising as Topic; Health Promotion; Persuasive Communication
Notes: Includes bibliographical references and index.
Table of contents: title: Public health branding : recognition, promise, and delivery of healthy lifestyles / W. Douglas Evans and Gerard Hastings; title: What is a public health brand? / Jonathan Blitstein, W. Douglas Evans, and David L. Driscoll; title: Evaluation of public health brands : design, measurement, and analysis / W. Douglas Evans, Jonathan Blitstein, and James C. Hersey; title: Building brands with competitive analysis / Ross Gordon ... [et al.]; title: Help : a European public health brand in the making? / Gerard Hastings ... [et al.]; title: Branding play for children : VERB, it's what you do / Marian Huhman, Simani M. Price, and Lance D. Potter; title: Case studies of youth tobacco prevention campaigns from the USA : truth and half-truths / Matthew C. Farrelly and Kevin C. Davis; title: High brand recognition in the context of an unsuccessful communication campaign : the National Youth Anti-Drug Media Campaign / Lela Jacobsohn and Robert C. Hornik; title: Branding through cultural grounding : the keepin' it REAL curriculum / Michael L. Hecht and Jeong Kyu Lee; title: Public health branding down under / Robert Donovan and Tom Carroll; title: Public health brands in the developing world / W. Douglas Evans and Muhiuddin Haider; title: Branding of international public health organizations : applying commercial marketing to global public health / Muhiuddin Haider and Michelle Lee; title: The intersection between tailored health communication and branding for health promotion / Megan A. Lewis and Lauren McCormack; title: Challenges and limitations of applying branding in social marketing / Lauren McCormack, Megan A. Lewis, and David Driscoll; title: Future directions for public health branding / W. Douglas Evans and Gerard Hastings.