@article{ref1,
title="The Community Readiness Model: A Complementary Approach to Social Marketing",
journal="Marketing theory",
year="2003",
author="Thurman, Pamela Jumper and Plested, Barbara A. and Slater, Michael D. and Comello, Maria Leonora G. and Edwards, Ruth W. and Kelly, Kathleen J.",
volume="3",
number="4",
pages="411-426",
abstract="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.<p />",
language="",
issn="1470-5931",
doi="10.1177/1470593103042006",
url="http://dx.doi.org/10.1177/1470593103042006"
}