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
|
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: | Schools > Business (Including Economics) Research Institutes & Centres > 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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