Extending social marketing to emergency services organisations

Bell, George and Shaw, Robin 2001, Extending social marketing to emergency services organisations, in Proceedings of The Australian and New Zealand Marketing Academy Conference, ANZMAC, Auckland, New Zealand, pp. 1-7.

Attached Files
Name Description MIMEType Size Downloads

Title Extending social marketing to emergency services organisations
Author(s) Bell, George
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy Conference (2001 : Auckland, New Zealand)
Conference location Auckland, New Zealand
Conference dates 1-5 December 2001
Title of proceedings Proceedings of The Australian and New Zealand Marketing Academy Conference
Editor(s) Chetty, Sylvie
Collins, Brett
Publication date 2001
Start page 1
End page 7
Publisher ANZMAC
Place of publication Auckland, New Zealand
Summary Social marketing theory is examined in relation to an organisational context which has received little attention. This paper examines the development of an integrated social marketing campaign for a State Emergency Service, and focusses on a particularly serious scenario where the penalty for miscommunication may be death, widespead injury or substantial property damage. The researchers take an action research approach, identifying community perceptions of risk to determine appropriate communication message development. The study identifies the factors contributing to risk perception beyond traditional concepts of involvement which are common in studies of consumer behaviour. Additionally, this paper provides an investigation of some of the issues that affect communication effectiveness, such as the influence of stakeholders, the poor performance of traditional communications methods, the utility of social marketing principles, and segmentation requirements, as well as influential ideas from the general risk communication literature.
ISBN 0473082063
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2001 ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004503

Document type: Conference Paper
Collections: Faculty of Business and Law
School of Management and Marketing
Connect to link resolver
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 0 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 512 Abstract Views, 0 File Downloads  -  Detailed Statistics
Created: Mon, 07 Jul 2008, 09:38:01 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.