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 |
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 |
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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 |
Citation Data
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