Analysis of management narrative to understand social marketing strategy: the case for 'Branding Logan City'

Russell, David and Sullivan Mort, Gillian and Hume, Margee (2009) Analysis of management narrative to understand social marketing strategy: the case for 'Branding Logan City'. Australasian Marketing Journal, 17 (4). pp. 232-237. ISSN 1441-3582

Abstract

This paper presents a unique city branding case applying narrative analysis to the marketing manager's account of his long running campaign to brand Logan City. The analysis finds that the campaign has many of the hallmarks of social marketing, but focusses strongly on citizen's positive self-image and social capital development. Elements of city branding are employed but the approach is 'self-directed', rather than the usual approach of 'other-directed'. The desired outcomes are a positive self and community image laying the foundation for a community confident to undertake various economic development tasks. Implications for social marketing theory and management and future research are discussed.


Statistics for USQ ePrint 8951
Statistics for this ePrint Item
Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to Published version, due to publisher's copyright restrictions.
Depositing User: Assoc. Prof. Margee Hume
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 16 Feb 2011 22:23
Last Modified: 07 Jul 2014 06:08
Uncontrolled Keywords: social marketing; city branding; local government; oistive self image; social capital
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Socio-Economic Objective (SEO2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: doi: 10.1016/j.ausmj.2009.06.007
URI: http://eprints.usq.edu.au/id/eprint/8951

Actions (login required)

View Item Archive Repository Staff Only