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
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Official URL: http://dx.doi.org/10.1016/j.ausmj.2009.06.007
Identification Number or DOI: doi: 10.1016/j.ausmj.2009.06.007
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.
|Item Type:||Article (Commonwealth Reporting Category C)|
|Additional Information:||Permanent restricted access to Published version, due to publisher's copyright restrictions.|
|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|
|Deposited On:||17 Feb 2011 08:23|
|Last Modified:||22 Nov 2011 11:56|
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