在社会营销环境下的整合营销传播(IMC)：在酗酒和吸毒治疗服务中的实践运用[外文翻译]

《在社会营销环境下的整合营销传播(IMC)：在酗酒和吸毒治疗服务中的实践运用[外文翻译]》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、标题：IntegratedMarketingCommunications(IMC)InASocialMarketingContext:AnApplicationToPractice-DrugAndAlcoholTreatmentServices.原文：BackgroundDrugandalcoholuseishighlyprevalentandrepresentsmajorareasofsocialandeconomicconcernforthecommunityatlarge(Makkai&McAllister,1998).InAustralia,ithas

2、beenestimatedthatin1998approximately22,500personsdieddirectlyorindirectlyasaresultofalcoholandotherdruguse.Additionally,therewere175,000admissionstohospitalasaresultofharmfulalcoholorotherdruguse(A1HW,1999).Theeconomicconsequencesofdrugandalcoholuseareintheorderof$18billiondollarsay

3、ear(Collins&Lapsley,1996).Substantialpublichealth,socialandeconomicbenefitswillthereforelogicallyflowfromimprovementsinaccessibility,quantity,andqualityofdrugandalcoholinterventionsprovidedtocommunities.GPsarenowbeingrecognized,withinthemedicalfield,asprovidersofdrugandalcoholinterv

4、entionsbeyondjustscreeningandenquiring.ThisrecognitionwasdeclaredintheNationalDrugStrategicFramework1998/1999to2002/03(MinisterialCouncilonDrugStrategy,1998)andinotherrecentreviews(Webster,1995;CommonwealthDepartmentofHumanServicesandHealth,1995).ThereareclearreasonswhyGPsareappropr

5、iateprovidersofdrugandalcoholinterventions.GPsareoftenwithapatientata"teachablemomentwheretheyhavethefirstandimpactopportunitytolinkaninterventiontoanidentified(forthefirsttime)drugandalcoholrelatedpathology(Anderson,1993).GPsprovidecontinuityofcareovertime(Girgis&Sanson-Fisher,1996

6、).GPsareaccessibleduetotheirgeographicalspreadandnumbersacrossthecommunity(Bridges-Webb,1987)andseeapproximately80%ofthepopulationthroughouttheyear(Deeble,1991).DespitetheextentofliteratureontheissuesrelevanttoGPs,detectingandtreatingdrugandalcoholrelatedconditionsintheirsurgeries,l

7、ittleattentionhasbeendirectedtotheattitudeofthepublictoGPsasprovidersofdrugandalcoholservices,norgeneralpracticeasasettinginwhichtoassessalcoholandotherdruguseandtreatrelatedproblems.TheexpectedbenefitsofenhancedGPinvolvementinthedrugandalcoholrelatedproblemsoftheirpatientsrelyheavi

8、lyonthepatients'pre