Social marketing as transformational marketing in public services: The case of Project Bernie

Peattie, Susan, Peattie, Kenneth John and Thomas, Robyn 2012. Social marketing as transformational marketing in public services: The case of Project Bernie. Public Management Review 14 (7) , pp. 987-1010. 10.1080/14719037.2012.662444

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Abstract

This article presents a case study of a social marketing intervention, developed as an innovative action research project for a Fire Service, to tackle the public service challenge of reducing the incidence of deliberate countryside fire-setting in certain communities. The case demonstrates the effectiveness of a social marketing approach to tackling an anti-social behaviour that had become a local social norm which conventional education-based campaigns had failed to change. The case also explores unexpected impacts that applying a social marketing approach had on the sponsoring Fire Service, acting to transform certain aspects of its operations and culture.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics) Sustainable Places Research Institute (PLACES)
Subjects:	H Social Sciences > HF Commerce
Uncontrolled Keywords:	Social marketing, public services, transformational marketing
Publisher:	Taylor & Francis
ISSN:	1471-9037
Last Modified:	04 Jun 2017 04:27
URI:	http://orca-mwe.cf.ac.uk/id/eprint/39416

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