Chapter 1         Emerging Threats to the Public's Health -The Need for Social Change

Chapter 2         Marketing Social Change-A Challenge for the Public Health Practitioner

Chapter 3         Marketing Social Change-An Opportunity for the Public Health Practitioner

Chapter 4         Emerging Threats to the Survival of Public Health

Chapter 5         Marketing Public Health-A Challenge for the PublicHealth Practitioner

Chapter 6         Marketing Public Health-An Opportunity for the Public Health Practitioner

Chapter 7         Urunana - Radio Health Communication: A Case Study from Rwanda

Chapter 8         Marketing Public Health as an Institution: A Case Study

Chapter 9         Applying Marketing Principles To Public Health

Chapter 10       The Planning Process

Chapter 11       Formative Research

Chapter 12       Framing and Delivering the Message: Crafting Communication Strategies

Chapter 13       Translating Strategy Into Tactics

Chapter 14       Working with Partners, Allies, Coalitions, and Intermediaries

Chapter 15       Promotional Materials and Activities

Chapter 16       Monitoring and Refining Implementation: Process Evaluation Tools

Chapter 17       Outcome Evaluation Issues and Designs

Chapter 18       Overview of Common Theories and Marketing Research Methods

Appendix A      Hiring Agencies, Contractors, And Consultants

Appendix B      Suggested Readings

Appendix C      Glossary of Terms