Description
A text designed to help public health practitioners understand basic marketing principles and apply...
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A text designed to help public health practitioners understand basic marketing principles and apply these principles in planning, implementing, and evaluating public health initiatives. The authors advocate first learning the needs and wants of the target audience, finding motivation and opportunity for engaging in the desired behavior, and then creating product offerings with compelling benefits and increased convenience. The second edition incorporates recent health scares and adds a chapter on a Rwanda radio soap opera program for promoting healthier sexual behavior among women. Annotation ©2007 Book News, Inc., Portland, OR (booknews.com)
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