Social Marketing as Transformational Marketing in Public Services

Sue Peattie, Ken Peattie and Robyn Thomas

Public Management Review, 2012, vol. 14, issue 7, 987-1010

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.

Date: 2012
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DOI: 10.1080/14719037.2012.662444

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