图书简介

Preface; Introduction; Contributors; I. Corporate Strategy and Public Health; 1. Johnson & Johnson: The Promotion of Wellness; John A. Quelch and Carin-Isabel Knoop; 2. Colgate-Palmolive Inc.: Superior Anti-Cavity Toothpaste; John A. Quelch and Margaret L. Rodriguez; 3. Royal Caribbean Cruises Ltd.: Safety, Environment and Health; John A. Quelch and Margaret L. Rodriguez; II. Consumer Analytics and Health Care Outcomes; 4. Carolinas Healthcare System: Consumer Analytics; John A. Quelch and Margaret L. Rodriguez; 5. Philips Healthcare: Marketing the HealthSuite Digital Platform; John A. Quelch and Margaret L. Rodriguez; III. Prevention And Adherence; 6. Cancer Screening in Japan: Market Research and Segmentation; John A. Quelch and Margaret L. Rodriguez; 7. Dumb Ways to Die: Advertising Train Safety (A), (B), and (C); John A. Quelch; 8. CVS Health: Promoting Drug Adherence; Leslie K. John, John A. Quelch, Robert Huckman; IV. Consumer Access and Affordability; 9. The Slingshot: Improving Water Access; John A. Quelch, Margaret L. Rodriguez, Carin-Isabel Knoop; 10. Vaxess Technologies, Inc.; John A. Quelch, Margaret L. Rodriguez; 11. AccessHealth CT: Marketing Affordable Healthcare; John A. Quelch and Michael Norris; V. Consumerism and Paternalism; 12. 23andMe: Genetic Testing for Consumers (A) and (B); John A. Quelch and Margaret L. Rodriguez; 13. Demarketing Soda in New York City; John A. Quelch, Margaret L. Rodriguez, Carin-Isabel Knoop, Christine Snively; VI. Emerging Markets, Consumer Behavior and Public Health; 14. Fresno’s Social Impact Bond for Asthma; John A. Quelch and Margaret L. Rodriguez; 15. E-Cigarettes: Marketing Versus Public Health; John A. Quelch and Margaret L. Rodriguez; VII. Consumer Power in Shaping Public Health; 16. Rana Plaza: Workplace Safety in Bangladesh (A) and (B); John A. Quelch and Margaret L. Rodriguez; 17. Note on Mobile Health Care; John A. Quelch and Margaret L. Rodriguez

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