Letture consigliate

"Guida operativa al marketing sociale"
Curata da Giuseppe Fattori, Jeff French e Clive Blair-Stevens, la Guida operativa al marketing sociale nasce come integrazione e adattamento al contesto italiano della “Big pocket guide - Social marketing”, realizzata nel Regno Unito dal National Social Marketing Centre, costituito dal Governo inglese (Ministero della Salute) e dall’Associazione nazionale dei consumatori.

Marketing sociale, principi ed esperienze

Fattori G., Artoni P., Tedeschi M., "Choose Health in Food Vending Machines: Obesity Prevention and Healthy Lifestyle Promotion in Italy", in Hong Cheng, Philip Kotler, Nancy Lee (a cura di) Social Marketing for Public Health: Global Trends and Success Stories, Jones and Bartlett Publishers, 2009.

Fattori G., Artoni P., "Marketing sociale per la prevenzione e la promozione della salute", in Marino V., Serpelloni G. (a cura di), Marketing Preventivo , Varese, Dipartimento delle Dipendenze ASL di Varese, 2007: pp. 143-155. 

Fattori G., Artoni P., Vanoli M., Giuliano S., "Marketing sociale: nuove strategie per la prevenzione e la promozione della salute negli ambienti di vita e di lavoro", Lavoro e Salute 2007 , (3): pp. 4-7.

Fattori G., "Dove vai se il marketing sociale non ce l'hai?", Janus 2007, (25): pp.45-49

Bibliografia essenziale

French J., Blair-Stevens C., Mc Vey D., Merritt R., "Social marketing and public health. Theory and practice ", Oxford, Oxford University Press, 2010.

Cheng H. , Kotler P. , Lee N. (ed . by), Social Marketing for Public Health: Global Trends and Success Stories, Jones and Bartlett Publishers, 2009.

Kotler P., Lee N., "Social Marketing: Influencing Behaviors for Good" ( 3rd Edition), Thousand Oaks, Sage Publications, 2008.

Andreasen A., "Social marketing in the 21st century", Thousand Oaks, Sage Publications, 2006.

Maibach E.W., Rothshild M.L., Novelli W.D. “Social Marketing”. In: Glanz K., Rimer K.B., Lewis F.M. Editors. Health Behavior and health education – Theory, Research and Practice. San Francisco, Jossey-Bass, 2002, p. 437-461.

M. Siegel and L. Doner, "Marketing Public Health - Strategies To promote Social Change", Gaithersburg Maryland, Aspen Publication, 1998: 197-219.

Tamborini S., "Marketing e comunicazione sociale", Milano, Lupetti, 1996.

• Comunicazione Sociale  - a cura di Mario Morcellini, Presidente Conferenza Nazionale dei corsi di laurea in Scienze della Comunicazione
• Advocacy  - a cura di Angelo Stefanini, Regione Emilia-Romagna
• Comunicazione Sociale  - a cura di Mario Morcellini, Presidente Conferenza Nazionale dei corsi di laurea in Scienze della Comunicazione
• Health Literacy - Alfabetizzazione Sanitaria  - a cura di Maria Monica Daghio, Laboratorio Cittadino Competente, Sistema Comunicazione e Marketing, Azienda USL di Modena 
• Indagine Etnografica  - a cura di Pina Lalli, Presidente Corso di Laurea Specialistica in Scienze della Comunicazione Pubblica, Sociale e Politica, Università di Bologna
• Marketing - a cura di Umberto Costantini, Responsabile Comunicazione Pubblica Formez - Associazione Italiana Marketing
• Marketing Sociale  - a cura di Giuseppe Fattori, Direttore Sistema Comunicazione e Marketing, Azienda USL di Modena

Aggiornamento del Glossario OMS della Promozione della Salute - a cura di DoRS Regione Piemonte

Torna su

Sintesi della letteratura

R. Merritt, A. Christopoulos, A. Thorpe, “Where Are All the Products? Are We Really Doing Social Marketing or Are We Doing Social Sales?”, Social Marketing Quarterly 2009; XV (2): 5-13.

L. Van Osch, L. Lechner, A. Reubsaet, M. Steenstra, S. Wigger, H. de Vries, “Optimizing the efficacy of smoking cessation contests: an exploration of determinants of successful quitting”, Health Educ Res. 2009; 24(1):54-63.

B. Smith, “ The Power of the Product P, or Why Toothpaste Is So Important to Behavior Change “, Social Marketing Quarterly 2009; XV (1): 98-106.

R. Merritt, A. Truss, “Introduction”, Social Marketing Quarterly 2009; XV (2): 2-4

L. Bellows, J. Anderson, P. Davies, C. Kennedy, "Integration of Social Marketings Elements in the Design of a Physical Activity Program for Prescholers", Social Marketing Quarterly 2009; XV (1): 2-21.

W.D. Evans, J. Blitstein, J.C. Hersey, J. Renaud, "Systematic review of public health branding", Journal of Health Communication 2008; 13: 721-741.

S. Bird, Al. Trap, "Social Marketing and the Meaning of Cool", Social Marketing Quarterly 2008; 14(1): 18-29.

Stadi del cambiamento di DiClemente e Prochaska: teoria, opportunità e limiti in promozione della salute - DoRS Regione Piemonte, 2007.

F. Lagarde, M. Tremblay e V. Des Marchias, “Phisycians taking action against smoking", in Gerard Hastings, Social Marketing, Oxford, Butterworth-Heinemann, 2007.

E.W. Maibach, L. C. Abroms, M. Marosits, "Communication and marketing as tools to cultivate the public's health: a proposed ‘people and places' framework”, BMC Publich Health 2007; 7: 88.

R. Thackeray, B.L. Neiger, C.L. Hanson "Developing a Promotional Strategy: Important questions for Social Marketing”, Health Promotion Practice 2007; 8: 332-336.

M. Stead, G. Hastings, L. McDermott, "The meaning, effectiveness and future of social marketing", Obesity Reviews 2007; 8 (1): 189- 193. 

A. M. Lavack, L. Watson e J. Markwart “Quit and Win Contests: A Social Marketing Success Story”, Social Marketing Quarterly 2007; 13(1): 31-52.

M. Rayner, “Social marketing: how might this contribute to tacking obesity?”, Obesity Reviews 2007; 8 (suppl. 1): 195-199.

S. M. Noar, "A 10-Year Retrospective of Research in Health Mass Media Campaigns: Where Do We Go From Here?", Journal of Health Communication , 2006; Volume 6: pp. 21-42.

R. Gordon, L. McDermott, M. Stead, K. Angus, "The effectiveness of social marketing interventions for health improvement: What's the evidence?", Public Health , 2006 (120): pp. 1133 - 1139.

J. M. Bernhardt, "Improving health through health marketing", Prev Chronic Dis [serial online] 2006 July.

G. Hastings and L. McDermott, "Putting social marketing into practice", British Medical Journal , May 2006; 332:1210-1212.

W. Douglas Evans, "How social marketing works in health care", British Medical Journal , May 2006; 332:1207-1210.

S. Chapman, K. McLeod, M. Wakefield, S. Holding, "Impact of news of celebrity illness on breast cancer screening: Kylie Minogue's breast cancer diagnosis", The Medical Journal of Australia , 2005; 183: pp. 247-250.

R. J. McDermott, V. Berends, K. R. McCormack Brown, P. Agron, K. M. Black, S. Pitt Barnes, "Impact of the California Project LEAN School Board Member Social Marketing Campaign", in Social Marketing Quarterly, 2005; Volume XI (2): pp. 18 - 40.

P. Tucker, J.D. Irwin, "Effective Social marketing to promote a campus-based physical activity intervention: students' perspectives", in Social Marketing Quarterly, 2005; Volume XI (2): pp. 55 - 57.

B. L. Neiger, R. Thackeray, M. D. Barnes, J. F. McKenzie, "Positioning social marketing as a planning process for healh education", American Journal of Health Studies 2003; 18 (2-3): 75-81.

"Defining social marketing", da: P. Kotler, N. Roberto and N. R. Lee, Social marketing. Improving the Quality of Life, Thousand Oaks (California), SAGE Publications , 2002: 4-26.

"Selecting Target Markets", da: P. Kotler, N. Roberto and N. R. Lee, Social marketing. Improving the Quality of Life , Thousand Oaks (California), SAGE Publications, 2002: 111-131.

J. O. Prochaska, C. A. Redding and K. E. Evers, " The Trans theoretical model and stages of change", da: K. Glanz, B. K. Rimer, F. M. Lewis Editors Health Behavior and HealthEducation - Theory, Research and Practice , San Francisco, Jossey-Bass, 2002: 99-120.

E. W. Maibach, M. L. Rothscild and W. D. Novelli " Social Marketing" da: K. Glanz, B. K. Rimer, F. M. Lewis Editors, Health Behavior and Health Education - Theory, Research and Practice , San Francisco, Jossey-Bass, 2002: 437-461.

"Ethical Considerations: At Every Decision Point", da: P. Kotler, N. Roberto and N. R. Lee, Social marketing. Improving the Quality of Life , Thousand Oaks (California), SAGE Publications, 2002: 395-399.

M. Seguire and K. Chalmers, "Addressing the "costs of quitting" smoking: a health promotion issue for adolescent girls in Canada", Health Promotion International 2000 ; 15 (3): 227-235.

A. Butler Nattinnger, R.G. Hoffmann, A. Howell-Pelz, J.S. Goodwin, “ Effect of Nancy Reagan's Mastectomy on Choice of Surgery for Breast Cancer by US Women”, Journal of The American Medical Association , 1998; 279: pp. 762-767.

M. Siegel and L. Doner, Marketing Public Health - Strategies To promote Social Change (Chapter 9)", Gaithersburg Maryland, Aspen Publication, 1998: 197-219.

R. Andreasen, Marketing Social Change - Changing Behavior to Promote Health, Social Development and the Environment (Introduction)", San Francisco, Jossey-Bass, 1995: 1-33.

Torna su

National Social Marketing Centre
(Department of Health, GB)

The Social Marketing Network
(Health Canada)

Torna su

Department of Health, Human Research Nutrition (GB), The healthy living social marketing initiative: a review of the evidence , 15 March 2007.

F. Wong, M. Huhman, C. Heitzler, L. Asbury, R. Bretthauer-Mueller, S. McCarthy, P. Londe, VERB™ - A Social Marketing Campaign to Increase Physical Activity Among Youth , Preventing Chronic Disease [serial online], July 2004.

The Mouse that Roared. A Marketing and Health Communications Success Story, Revue Canadienne de Santè Publique, Mai/Juin 2004; Volume 95, Supplément 2.

F. Lefebvre-Naré, A. Krason, B. Perrin, F. Devaugermé, Evaluation process for the Commission tobacco prevention media campaign, Evalua , December 2003.

K. Dalmeny, E. Hanna, T. Lobstein, Broadcasting bad health. Why food marketing to children needs to be controlled , International Association of Consumer Food Organizations for the World Health Organization consultation on a global strategy for diet and health, July 2003.

P. Lalli, Le sfide della comunicazione per la salute , in M. Ingrosso (a cura di), Comunicare la salute , Milano, Franco Angeli, 2001: pp. 41-58.

Social Marketing National Excellence Collaborative, The Basics of Social Marketing , Turning Point.

Social Marketing National Excellence Collaborative, The Managers Guide to Social marketing , Turning Point.

H. Bellamy, R. Salit, L. Bell, Social Marketing Resource Manual: A Guide for State Nutrition Education Networks , United States Department of Agriculture, April 1997.

R. Zimmerman, Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems, Higher Education Center , 1997.

L. Ogden, M. Shepherd, W. A. Smith, T. Porter, D. Novelli, The Prevention Marketing Initiative: Applying Prevention Marketing - Centers for Disease control and Prevention, February 1996.

A. R. Andreasen, Social marketing in the 21 st century , Thousand Oaks (California), Sage Pubblications, 2006.

C. Forghieri, V. Mele, Comunicazione, multicanalità e citizen relationship management nella pubblica amministrazione , Rimini, Maggioli, 2005.

P. Lalli,  Abitare le istituzioni. I giovani e l'Assemblea Legislativa della Regione Emilia-Romagna dialogano. Riflessioni di Pina Lalli , Firenze, Giunti, 2005.

R.K. Thomas, Marketing Healthcare Services , Chicago, Health Administration Press, 2004.

E. Mallarini, Fiducia in sanità. Non solo marketing , Milano, EGEA, 2004.

G. Fattori, G. Carrozzi, P. Artoni, E. Mallarini, Il Piano per la Salute nella provincia di Modena: l'integrazione del marketing istituzionale con il marketing sociale, Comunicazione a "CALASS 2003" - XIV Congresso dell'ALASS Associazione Latina per l'Analisi dei Sistemi Sanitari - Lugano, 25-27 settembre 2003.

E. Elia, Il marketing sociale: uno strumento per la creazione di valore condiviso , Comunicando TP , settembre 2003.

D. Vannoni e G. Tardivo “Psicologia della comunicazione e marketing nella prevenzione sanitaria ”, 2002.

 V. Curzel, Promozione della salute e marketing sociale, Punto Omega, 2001; n.5-6.

E. Mallarini, SDA Bocconi -  Come si elabora un Piano Marketing

S. Spinsanti, Direttore della rivista "Janus (Medicina: cultura, culture)" -  Il medico: servo di tre padroni?

G. Fattori, Direttore Sistema Comunicazione e Marketing Azienda USL di Modena -  Il marketing nelle Aziende Sanitarie: elementi di discussione per la tavola rotonda (Com-PA 2003)

Torna su

Corsi ed eventi

11-12 Aprile 2011, Dublino (Irlanda)
2nd World Non-Profit &Social Marketing Conference
(National Social Marketing Center et al.)

17-19 Agosto 2010, Atlanta (USA)
Fourth annual National Conference on Health Communication, Marketing, and Media
(Centers for Disease Control and Prevention)

9-13 agosto 2010, Lugano (Svizzera)
Le marketing social au service de la santé
(Swiss School of Public Health)

11-15 luglio 2010, Ginevra (Svizzera)
World Conference on Health Promotion
(IUHPE)

11-12 giugno 2010, Clearwater Beach, Florida (USA)
USF - Social Marketing in Public Health
(University of South Florida)

Torna su