کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1027200 | 942197 | 2009 | 6 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Analysis of management narrative to understand social marketing strategy: The case of ‘Branding Logan City’
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
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چکیده انگلیسی
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 focuses 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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Australasian Marketing Journal (AMJ) - Volume 17, Issue 4, November 2009, Pages 232–237
Journal: Australasian Marketing Journal (AMJ) - Volume 17, Issue 4, November 2009, Pages 232–237
نویسندگان
David Russell, Gillian Sullivan Mort, Margee Hume,