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

Peattie, Susan, Peattie, Kenneth John ORCID: https://orcid.org/0000-0003-3969-0531 and Thomas, Robyn ORCID: https://orcid.org/0000-0002-7887-8679 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: 21 Oct 2022 10:12
URI: https://orca.cardiff.ac.uk/id/eprint/39416

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