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Social Marketing as Transformational Marketing in Public Services: The Case of Project Bernie
Ist Teil von
Public management review, 2012-10, Vol.14 (7), p.987-1010
Ort / Verlag
Abingdon: Routledge
Erscheinungsjahr
2012
Link zum Volltext
Quelle
PAIS Index
Beschreibungen/Notizen
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.