Title Liverpool's challenge : using social marketing to address obesity / Jane Thomas

Published [London] : SAGE, 2016

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Description 1 online resource : illustrations (black and white, and colour) Series SAGE knowledge. Cases SAGE knowledge. Cases Summary Liverpool's Primary Care Trust (PCT) initiated a strategy in 2008 to encourage healthy eating habits and end obesity. After incorporating strong social media strategies, it launched a 15-month programme that took the form of a challenge to people in Liverpool to collectively pledge to lose a million pounds (in weight). In order to design the programme, several behavioural theories were used to a selected segmented audience, and CRM (Customer Relationship Management) techniques helped collect and analyse peoples' lifestyle choices Notes Online resource; title from home page (viewed on April 8, 2016) Subject Weight loss -- Social aspects -- England -- Liverpool -- Case studies Social marketing -- Case studies Obesity -- Social aspects -- England -- Liverpool -- Case studies Obesity -- Social aspects. Social marketing. Weight loss -- Social aspects. England -- Liverpool. Genre/Form Case studies. Form Electronic book ISBN 9781473933828 147393382X

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