Chapter

Value for money in social marketing

Graham Lister

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199550692.003.18
 Value for money in social marketing

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Prevention may be better than cure, but how do we prove that spending money on social marketing to support health and well-being is good value for money? This is the challenge that social marketing must address during every stage of programmes aimed at helping people to change their behaviour, and supporting the redesign of services around customers. This chapter examines why this is an important issue not just for social marketing programmes, but for the health economy as a whole. It explores the complexities that make it difficult to demonstrate value for money in social marketing, and suggests a number of approaches, tools, and resources to address these problems. It also discusses how to apply value for money techniques to local social marketing investment within a national programme.

Keywords: social marketing programming; value for money; public sector programmes

Chapter.  5519 words. 

Subjects: Public Health and Epidemiology

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