New Public Health Books Arrival

There are now a very useful & interesting book  available at the College Library. Check it out!

1. Public Health Branding Applying marketing for social change 2008
Edited by W Douglas Evans and Gerard Hastings


 In recent years, public health marketing and mass media campaigns have begun using public health branding strategies to change health behaviour. This book argues for the importance of public health branding as a critical strategy in changing population behaviours, allowing lasting health outcome benefits.

  • Bridges the gap between the commerical and social marketing worlds, offering valuable insights from business, marketing, and public health sectors
  • Features examples of public health brand promotions, helping practitioners understand how to conceptualize and develop public health brands
  • Provides clearly explained research designs, findings, and theoretical concepts, allowing readers to understand how brands work, and what makes them effective
  • Each chapter contains a summary of key points at the beginning, and brief conclusions at the end, allowing the reader to confirm the key messages

Brands are designed to build relationships between consumers and the products, services, or organizations they represent by providing added value to their objects. Through brand promotion, consumers form associations with brands, which can become established and lead to a long-term relationship between the product, service or organization and consumer. Similarly, public health brands are the associations that individuals hold for health behaviours or lifestyles. Public health branding – building positive associations with healthy behaviours and lifestyle choices – is the primary strategy by which commercial marketing is applied in health communication and social marketing.

This book examines theory and best practices of branding and its application in public health programs. Through a series of reviews and case studies, the book argues that branding is an emerging public health strategy that needs resources and continued development of innovative methodologies to effect lasting population-level change. In recent years, public health branding has been successfully applied across a wide range of chronic and infectious disease issues and behaviours – from tobacco control to HIV/AIDS – and globally across the developed and developing world. Branding is an important strategy for public health because it can address multiple behaviours simultaneously, and most health risks stem from multiple behaviours and complex lifestyle choices. Promoting healthy lifestyles is the key outcome for public health, thus making the development of improved branding strategies a critical objective for the field.

2. Health Measurement Scales: A practical guide to their development and use 2008  /  David L Streiner and Geoffrey R Norman

A new edition of this practical guide for clinicians who are developing tools to measure subjective states, attitudes, or non-tangible outcomes in their patients, suitable for those who have no knowledge of statistics.3 
  • Assists the reader in how to develop and evaluate a scale, presenting steps in scale construction in a logical order
  • Enables readers to both develop scales to measure non-tangible health outcomes, and better evaluate and choose among existing instruments
  • Includes extensive discussion of the newer developments in scale development, in addition to more traditional methods
  • Material in this book has been developed by the extensive experience of the authors in teaching this subject, developing scales, and on student and reader feedback.
  • Written in an accessible style, making it suitable for those with no experience of statistics
New to this edition

  • Heavily revised chapter on generalizability theory, that leads the reader through the logic of the technique, and includes instruction on using a new, free-access computer program to aid calcuation
  • Includes a new chapter on Reporting Test Results, distilling both sets of guidelines that are currently in use across healthcare
  • Differentiates between validity and validation, continuing discussion begun in the third edition, and taking these ideas to a logical conclusion
  • All chapters have been updated to reflect current research and theory
Clinicians and those in health sciences are frequently called upon to measure subjective states such as attitudes, feelings, quality of life, educational achievement and aptitude, and learning style in their patients. This fourth edition of Health Measurement Scales enables these groups, who often have limited knowledge of statistics, to both develop scales to measure non-tangible health outcomes, and better evaluate and differentiate between existing tools.It covers how the individual items are developed; various biases that can affect responses (eg social desirability, yea-saying, framing); various response options; how to select the best items in the set; how to combine them into a scale; and then how to determine the reliability and validity of the scale. It concludes with a discussion of ethical issues that may be encountered, and guidelines for reporting the results of the scale development process. Appendices include a comprehensive guide to finding existing scales, and a brief introduction to exploratory and confirmatory factor analysis. It synthesizes the theory of scale construction with practical advice, making it the ultimate guide to how to develop and validate measurement scales that are to be used in the health sciences.

3. Rose’s Strategy of Preventive Medicine 2008 /Geoffrey Rose
Kay-Tee Khaw and Michael Marmot


  • ‘This is a necessary read for public health practitioners and those designing population interventions. It is a unique presentation of the concept of population-based intervention.’ – James C Torner MD, Doody’s Notes
  • The full, orginal text from Geoffrey Rose remains intact with a commentary from Khaw and Marmot providing a modern perspective on Rose’s views, nearly two decades after the original material was published
  • Examines the relevance the text has in the modern era, how it might be applied beyond medicine, and what implications it holds for the future
  • Clarifies the often confused thinking and arguments about determinants of individual cases and determinants of population incidence
The Strategy of Preventive Medicine, by Geoffrey Rose, first published in 1993 remains a key text for anyone involved in preventive medicine. Rose’s insights into the inextricable relationship between ill health, or deviance, in individuals and populations they come from, have transformed our whole approach to strategies for improving health. His personal and unique book, based on many years research, sets out the case that the essential determinants of the health of society are to be found in its mass characteristics. The deviant minority can only be understood when seen in its societal context, and effective prevention requires changes which involve the population as a whole. He explores the options for prevention, considering them from various viewpoints – theoretical and scientific, sociological and poitical, practical and ethical. The applications of his ideas are illustrated by a variety of examples ranging from heart disease to alcoholism to road accidents. His pioneering work focused on a population wide approach to the prevention of common medical and behavioural disorders has become the classic text on the subject.This reissue brings the original text to a new generation involved in preventive medicine. Kay-Tee Khaw and Michael Marmot retain the original text intact, but have added their own perspective on the work. They examine what relevance Rose’s ideas might have in the era of the human genome project and other major scientific advances, they consider examples of how the theory might be applied and generalised in medicine and beyond, and discuss what implications it holds for the future. There is also an explanation of the population perspective, clarifying the often confused thinking and arguments about determinants of individual cases and determinants of population incidence.Rose’s Strategy of Preventive Medicine will ensure that this seminal work continues to be read by future generations.

4. Concepts of Epidemiology
Integrating the ideas, theories, principles and methods of epidemiology 2008 / Raj Bhopal


  • ‘This is not the usual introductory book in epidemiology…It reaches students and stimulates thinking, and this second edition does this better than the first.’ – James C. Torner, PHD (University of Iowa College of Public Health)
  • ‘the value of this book lies in its ability to enable the reader (whether they be student or teacher) to dip in and out of the text when needed. As such, it will remain a recommended, and read, text on my bookshelf.’ – Journal of Public Health
  • The definitive guide to epidemiology and healthcare research
  • Concepts, principles and theory are discussed as a means to understanding methods and techniques
  • Examples are both theoretical and applied, to demonstrate how epidemiology works in various settings
  • Exercises with answers are embedded in the text, with supplementary exercises at the end of each chapter, to encourage active learning
  • Amply illustrated with figures and tables to enhance visual learning
  • Objectives expressed in terms of understanding
New to this edition

  • Features a broader range of concepts, including regression to the mean, interaction, the counterfactual approach, and cohort effects
  • New and revised questions, answers, problems and exercises, including 20 questions to test understanding of study design
  • Sample examination questions with model answers so students can test themselves
  • New introductory material on the burgeoning field of genetic epidemiology, and the purposes and principles of systematic reviews and meta-analysis
  • For course teachers, suggestions for the curriculum content for undergraduates, postgraduates, and for continuing education for policymakers and managers
Epidemiology is the science that underpins health and health care, and is concerned with the pattern, frequency and causes of disease. This introductory text describes and illustrates epidemiology and its applications to policy making, health service planning, and health promotion. Raj Bhopal developed a conceptual approach to epidemiology in the first edition of this successful text, which involved a systematic focus on underlying concepts and fundamental principles, and this second edition expands upon this popular method. It emphasizes theories and principles, as the bedrock of methodology, countering the mounting criticism that epidemiology is an atheoretical discipline. The interdependence of epidemiological studies and their essential unit within a theoretical, technical and ethical framework is an important theme of this book.The emphasis is on interactive learning throughout, with each chapter including learning objectives, both theoretical and numerical exercises, recent examination questions from relevant courses, and a summary. The text is richly illustrated, with detailed material summarised in tables. The book is written in plain language, with all the necessary technical and specialised terminology explained and defined in a glossary. 

About cphslib

I am a librarian at the College of Public Health Science, Chulalongkorn University
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