Developing a local government marketing model

Gardiner, Michael (2009) Developing a local government marketing model. In: 23rd Australian and New Zealand Marketing Academy Conference (ANZMAC 2009), 30 Nov-2 Dec 2009, Melbourne, Australia.

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A local government marketing model is apparent in that local government management operates in an environment where the public is increasingly seeking accountability and
perceived value from their representatives and the organisation. Most marketing literature recognises this need but fails to provide a holistic approach and instead tends to offer piecemeal applications. This paper develops a local government marketing model based on five themes developed institutively, refined with secondary data and literature and complemented by case analysis of three local governments.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 11 Dec 2017 23:33
Last Modified: 11 Dec 2017 23:33
Uncontrolled Keywords: rates; Australia; local government spending; transparency
Fields of Research : 15 Commerce, Management, Tourism and Services > 1501 Accounting, Auditing and Accountability > 150199 Accounting, Auditing and Accountability not elsewhere classified
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
16 Studies in Human Society > 1605 Policy and Administration > 160509 Public Administration
Socio-Economic Objective: B Economic Development > 90 Commercial Services and Tourism > 9099 Other Commercial Services and Tourism > 909999 Commercial Services and Tourism not elsewhere classified

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