The Community Readiness Model: A complementary approach to social marketing  

Oleh:

Kelly, Kathleen J. ; Edwards, Ruth W. ; Comello, Maria Leonora G. ; Plested, Barbara A. ; Thurman, Pamela Jumper ; Slater, Michael D.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 3 no. 4 (Dec. 2003), page 411–426.
Topik: social marketing; community readiness; stages of readiness; community-based prevention; programme development; evaluation; community needs assessment
Fulltext: 411MT34.pdf (116.47KB)

Isi artikel

The Community Readiness Model is a theory-based model that is strategic in nature. It is designed both to assess and to build a community’s capacity to take action on social issues. It partners well with social marketing research by providing a framework for assessing the social contexts in which individual behaviour takes place and by measuring changes in readiness related to community-wide efforts. This article describes the theoretical roots of the model and describes how the model can be used as a tool for formative research, programme evaluation and as a catalyst for community mobilisation.

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