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Contents
Preface xi
About the Editors xv
About the Contributors xvii
CHAPTER 1
Social Marketing for Public Health: An Introduction 1
Hong Cheng, Philip Kotler, and Nancy R. Lee
Social Marketing: A Brief Overview 1
Evolution and Definition 1
Applications 3
Social Marketing and Public Health 4
Defining Public Health 4
Social Marketing for Public Health 4
Using Social Marketing for Public Health: Global Trends 5
Trend 1: Going Global for Public Health 5
Trend 2: Integration of Downstream, Midstream, and Upstream Efforts 7
Trend 3: Building Partnerships 8
