Description
This is a diverse compilation of current knowledge in public mental health marketing. A balanced collection of research and how-to chapters, “Public Mental Health Marketing” is designed to help practitioners and researchers learn to target specific groups more effectively, increasing their marketing effectiveness to benefit both mental health agencies and the people they serve. It presents a cross section of recent research on the many participants in the mental health system, including, clients, donors, internal stakeholders, and the general public. Over a dozen chapters focus on the marketing of local, state and national mental health agencies and their relationships with their various clienteles. This book contains research, tutorials and case studies in areas such as the public as a target market, primary and secondary consumers’ views of the system, referral and secondary resource markets, adolescents as a prevention and intervention market, and promotional and evaluative tools. The book covers the principles of marketing as they relate to mental health professionals; the use of fear in public service announcements; building a marketing environment in community mental health settings; changes in the marketing of mental health products to government, business and industry; and strategies to identify and reach adolescents at risk for drug and alcohol abuse. It also contains abstracts for nearly 100 recent articles and monographs that may be useful to researchers and practitioners of marketing in the mental health field.
