By Laurie Garrett
During this meticulously researched and finally explosive new e-book by means of the Pulitzer Prize-winning writer of the New York Times bestseller The Coming Plague, Laurie Garrett takes readers around the globe to bare how a chain of power and current public well-being catastrophes shape a terrifying portrait of genuine international catastrophe within the making.
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Additional info for Betrayal of Trust: The Collapse of Global Public Health
44). Because the social, cultural, economic, and technological conditions in those countries are quite different, you will find that marketing researchers paid great attention to not only the appropriateness of a research method for a target market, but also the feasibility of research in a target market. qxd:Cheng 14 CHAPTER 1 11/5/09 ■ 4:32 PM Page 14 Social Marketing for Public Health: An Introduction large-scale surveys (either online or offline) were conducted in some countries, observation and personal interviews were done in others.
Benefits are the “gains” that the target audience could see through adopting the targeted behavior, or that the social marketing program may promise the target market. Competitors refer to any related behaviors (or organizations promoting them) that the target audience is currently engaged in, or prefers to have, rather than the ones to be promoted. Influencers include any “important others” who could have some bearing on the target audience, such as family members, social networks, the entertainment industry, and religious leaders.
In Chapter 13, Morikazu Hirose examines how a Japanese company integrated its corporate social initiatives. After reviewing emerging public health issues and the health policy in Japan, the author focuses on Terumo, a Tokyo-headquartered global manufacturer of healthcare products and equipment. He narrates how Terumo’s corporate philosophy of “contributing to society through health care” has driven the company in its development of painless syringe needles for diabetic patients and its enhancement of the public’s understanding of diabetes, through communication strategies, advertising campaigns, and educational TV programs.
Betrayal of Trust: The Collapse of Global Public Health by Laurie Garrett