Research Catalog

Title

Public health branding : applying marketing for social change / edited by W. Douglas Evans, Gerard Hastings.

Publication

Oxford ; New York : Oxford University Press, 2008.

Items in the Library & Off-site

Holdings

Details

Additional Authors

• Evans, W. Douglas.
• Hastings, Gerard.

Description

xvi, 304 pages : illustrations, maps; 25 cm

Subject

• Public health > Marketing
• Marketing of Health Services
• Public Health
• Advertising
• Health Promotion
• Persuasive Communication

Bibliography (note)

• Includes bibliographical references and index.

Contents

• Public health branding : recognition, promise, and delivery of healthy lifestyles / W. Douglas Evans and Gerard Hastings -- What is a public health brand? / Jonathan Blitstein, W. Douglas Evans, and David L. Driscoll -- Evaluation of public health brands : design, measurement, and analysis / W. Douglas Evans, Jonathan Blitstein, and James C. Hersey -- Building brands with competitive analysis / Ross Gordon ... [et al.] -- Help : a European public health brand in the making? / Gerard Hastings ... [et al.] -- Branding play for children : VERB, it's what you do / Marian Huhman, Simani M. Price, and Lance D. Potter -- Case studies of youth tobacco prevention campaigns from the USA : truth and half-truths / Matthew C. Farrelly and Kevin C. Davis -- High brand recognition in the context of an unsuccessful communication campaign : the National Youth Anti-Drug Media Campaign / Lela Jacobsohn and Robert C. Hornik --
• Branding through cultural grounding : the keepin' it REAL curriculum / Michael L. Hecht and Jeong Kyu Lee -- Public health branding down under / Robert Donovan and Tom Carroll -- Public health brands in the developing world / W. Douglas Evans and Muhiuddin Haider -- Branding of international public health organizations : applying commercial marketing to global public health / Muhiuddin Haider and Michelle Lee -- The intersection between tailored health communication and branding for health promotion / Megan A. Lewis and Lauren McCormack -- Challenges and limitations of applying branding in social marketing / Lauren McCormack, Megan A. Lewis, and David Driscoll -- Future directions for public health branding / W. Douglas Evans and Gerard Hastings.

ISBN

• 9780199237135 (pbk. : alk. paper)
• 0199237131 (pbk. : alk. paper)

LCCN

2008027677

OCLC

• ocn228497889
• 228497889
• SCSB-8858944

Owning Institutions

Columbia University Libraries