Brand Health Check - Khám sức khoẻ thương hiệu Ngày càng có nhiều phương tiện truyền thông, thì càng ít người tiêu dùng chi tiền vào lĩnh vực này. Kết quả ra sao? Nhân viên tiếp thị nỗ lực hết mình để đạt mục tiêu doanh thu mà quên mất uy tín thương hiệu.
Cần phải sáng suốt khi gợi lại chuyện nhàm chán và tự hỏi: tôi không thể nhìn thấy rừng mà chỉ nhìn thấy cây. Đã đến lúc báo động.
This fully updated edition combines the latest research with real life examples of social
marketing campaigns the world over to help you learn how to apply the principles and
methods of marketing to a broad range of social issues. The international case studies
and applications show how social marketing campaigns are being used across the
world to infl uence changes in behaviour, and reveal how those campaigns may differ
according to their cultural context and subject matter.
Globalization exerts positive and negative impacts on health and has
been linked to reduced government expenditures on health, education,
and social programs, and restructured workplace and home life. Globalization
is altering gender roles and relationships and influencing health
determinants. Asymmetric rights and responsibilities, labor market segregation,
consumption patterns, and discrimination are influenced differently
by globalization and affect men and women’s health in distinct ways.
Theories, Insights, and Industry Studies
REXFORD E. SANTERRE
Professor of Finance and Healthcare Management Programs in Healthcare Management and Insurance Studies Department of Finance School of Business University of Connecticut
STEPHEN P. NEUN
Professor of Economics Dean of Academic Affairs Anna Maria College
Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States
.Health Economics, 5e Rexford E. Santerre and Stephen P. Neun Vice President of Editorial, Business: Jack W.
With this in mind, Roberts met with Holscher and together they created YouthAIDS,
sketching the logo and mission on a napkin over coffee in a Washington, DC café.
YouthAIDS would be a specific entity within the PSI portfolio of activities. The concept
was to begin with a cause-related marketing campaign that would provide a platform
from which to raise awareness, promote PSI’s work and provide a novel source of
funding. The cause – preventing young people from becoming infected with HIV – would
form the core of the campaign.
PDi and LDi are aimed at testing the incidence of adverse selection: whether firms in
poor financial health and/or facing liquidity constraints are more likely to seek and get access
to bank credit. In the case of the liquidity dummy there is no ambiguity about the causality
and the interpretation of the results in terms of adverse selection. However, in the case of the
profitability dummy, again we cannot fully eliminate the endogeneity problem because – as
mentioned before – firm’s profit/loss position may affect also bank’s decision to extend the
In response to such changes we need a multifaceted, multi-agency
approach based on strengthening individuals, families and
communities, while at the same time improving the infrastructure and
access to services. Midwives and midwifery services have a particular
part to play in this. We could go a long way to achieving improvements
in health and social outcomes by giving more people, particularly
women and children, better life chances8.
Parents and children need a framework for care which provides
continuity from pre-pregnancy, through pregnancy and childbirth, to
the early years of life. A comprehensive approach to early life is needed
which builds on existing programmes to ensure our children get the
best start in life8. Midwives have a key role in ensuring that their
contribution integrates with the roles of other professionals and
agencies working in collaboration with maternity services.
While this may be hard for some business owners to come grips with, like those who feel that “marketing is a
strange form of creative voodoo thinking,” marketing is not only a system—it may be the most important system
in any business.
To understand how to approach marketing for a business, it may be helpful to understand the Duct Tape
Marketing System de!nition of marketing. Marketing is getting someone who has a need to know, like and
Technology is changing the qualifications required to perform both clinical and administrative allied health duties. Students entering the job market today must be familiar with the ways in which technology is used to perform on-the-job tasks. In particular, the understanding of electronic health records is essential. This text integrates the presentation of concepts with the opportunity to gain hands-on experience working with a simulated EHR software, Practice Partner.
Direct Marketing allows you to personalize and customize a message to different persons and groups at
a specific time. The most popular forms are direct mail and e-mail marketing. Direct marketing is perhaps
the most effective form of promotion because you have total control over what message you send, who
receives the message, and when it is received. You can create general direct marketing pieces that go to
a mass audience, such as an invitation, or specific marketing pieces that go to a target audience, such as
The analysis illustrates numerous frameworks for the development of a destination marketing
strategy and a comprehensive marketing mix. The paper also illustrates the relationship between
marketing and planning of destinations and their conflicting and symbiotic relationship. This paper
is based on research and consultancy on destination marketing around the world, where several
frameworks have been tested and implemented. It discusses a wide spectrum of destination
marketing tools and provides plentiful references for researchers who would like to study in-depth
There are several actors involved in the development
of marketing communications and their subsequent
dissemination to the target audience. The key relevant
actors are illustrated in Figure 3. Food manufacturers and
food retailers (and their respective trade associations
and representative bodies) range from large global food
and non-alcoholic beverage producers to small local
vendors and kiosks, including supermarkets and quick-
service restaurant chains.
Private health insurance has offered a primary source of coverage for population groups
ineligible to public programmes, and contributed to provide insurance protection against other public
system coverage gaps. It has helped to inject resources into health systems, enabling an expansion in
capacity and services. It also enhanced access to timely care in some systems experiencing prolonged
public sector waiting times.
Alignment and harmonization of sexual
and reproductive health
The 6 years since the Paris Declaration on Aid
Effectiveness (4) have marked a significant change
in awareness of the importance of coordination of
resources for health and development – though
reviews of progress at the Accra Agenda for Action
in 2008 (4) suggested that there was a need for a
greater shift towards alignment with government
policies and national systems (such as monitoring
and procurement) than had already occurred.
Most markets have preciously few
advertising and promotion dollars and
therefore need to seek the biggest bang
for their bucks. Even if your market is
blessed with a large ad budget, you will
want to spend it effectively. The
following general principles of
marketing can be helpful in guiding
your market in getting the most from
Keep the 80/20 rule in mind: 80%
of your business comes from 20%
of your customers. (Koch, 1998).
While vacationing with my family at Walt Disney World, I decided that I was going to capture some of the marketing genius that I believe began with Walt’s passion and has now grown into one of the world’s most powerful brands.
I have long believed that Walt Disney’s genius was not animation or theme park design, but in truly understanding the human heart. Somehow, in the midst of ROI, measurability, counting clicks and studies that can track a person’s eye movements to see what part of an ad captures their attention first -- we have forgotten that marketing and branding is...
RISKY HEALTH. BEHAVIORS AND PUBLIC POLICY Consistent with the results on within-market sorting, I
also find no evidence that Tiebout choice increases average SAT scores across markets, as
would be expected if choice increases competitive pressure for administrators to run
During the last few decades inordinate attention has been paid to the
promotion of ‘healthy’ living. This has come from governmental, academic,
commercial and popular sources. Few people today can be unaware of the
espoused merits of such a lifestyle. Anyone who has visited a supermarket
recently, turned on the television, listened to the radio or read a magazine
must have noticed that awareness of health issues is growing. Health is clearly
a topical issue at both political and cultural levels....