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xii Preface

Unfortunately, little has been done to synthesize and showcase the practice and
success of social marketing in helping to improve public health in the world. This
book is the first substantial effort to present in-depth stories of public health cam-
paigns successfully conducted in different parts of the world using the social mar-
keting model.
Featuring success stories from 15 countries spread out across five continents,
the book examines how social marketing is used as a strategy for influencing posi-
tive health behaviors in the world today. Our book highlights successful and mea-
surable health behavior–changing campaigns launched by governments, citizens,
and (in one case) corporations. Each chapter focuses on a unique public health
challenge and social marketing solution.
This book is positioned as a supplementary textbook for upper-level under-
graduate and graduate courses in social marketing, public health, health commu-
nication, international marketing, international advertising, consumer behavior,
social change, and public communication. The book’s central theme is that knowl-
edge, techniques, and technologies now exist to organize and implement effective
health programs globally. To facilitate the book’s use in the classroom, discussion
questions are provided at the end of each chapter, and a PowerPoint presentation
has been created for each chapter as well.
We would like to thank all the chapter authors earnestly. They come from a
broad spectrum of intellectual, professional, and cultural backgrounds. Without
their valuable contributions, this volume would not be as rich in breadth and depth.
We wish to express our heartfelt thanks to Jones and Bartlett, the book’s pub-
lisher. In particular, we want to thank Mr. Robert W. Holland Jr., Jones and Bartlett
President and Publisher, and Mr. Michael Brown, Publisher for Jones and Bartlett’s
public health books, for their keen interest and strong support of this book. We es-
pecially appreciate the excellent assistance of Jones and Bartlett’s Ms. Katey
Birtcher, a former Associate Editor and current Acquisitions Editor of the Clinical
Nutrition list, Ms. Tracey Chapman, a Senior Production Editor, and Ms. Catie
Heverling and Ms. Teresa Reilly, two Editorial Assistants.

RE F E RE NCES

Coreil, J., Bryant, C. A., & Henderson, J. N. (with contributions from M. S. Forthofer & G. P.
Quinn). (2001). Social and behavioral foundations of public health. Thousand Oaks, CA: Sage
Publications.
Haider, M., & Rogers, E. M. (2005). Public health communication: Utility, value, and challenges.
In M. Haider (Ed.), Global public health communication: Challenges, perspectives, and strate-
gies (pp. xxvii–xxxvii). Sudbury, MA: Jones and Bartlett Publishers.