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Social Marketing as Transformational Marketing in Public Services

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  • Sue Peattie
  • Ken Peattie
  • Robyn Thomas

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.

Suggested Citation

  • Sue Peattie & Ken Peattie & Robyn Thomas, 2012. "Social Marketing as Transformational Marketing in Public Services," Public Management Review, Taylor & Francis Journals, vol. 14(7), pages 987-1010, January.
    • Handle: RePEc:taf:pubmgr:v:14:y:2012:i:7:p:987-1010
    DOI: 10.1080/14719037.2012.662444
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    Cited by:

    1. Ani MATEI & Corina-Georgiana ANTONOVICI & Carmen SAVULESCU, 2015. "Innovative Public Marketing As Instrument For Creating The Social Value," Journal of Public Administration, Finance and Law, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 0(Special i), pages 21-34, September.

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