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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.cf.ac.uk/id/eprint/39416

Citation Data

Cited 2 times in Google Scholar. View in Google Scholar

Cited 6 times in Scopus. View in Scopus. Powered By Scopus® Data

Cited 2 times in Web of Science. View in Web of Science.

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