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  • Analysis of management narrative to understand social marketing strategy: The case of ‘Branding Logan City’

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    Author(s)
    Mort, Gillian Sullivan
    Hume, Margaret
    Griffith University Author(s)
    Russell, David
    Hume, Margaret M.
    Year published
    2009
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    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 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 ...
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    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.
    View less >
    Journal Title
    Australasian Marketing Journal
    Volume
    17
    Issue
    4
    Publisher URI
    http://www.anzmac.org/Default.aspx?page=2074
    DOI
    https://doi.org/10.1016/j.ausmj.2009.06.007
    Copyright Statement
    © 2009 ANZMAC. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
    Subject
    Commerce, Management, Tourism and Services
    Publication URI
    http://hdl.handle.net/10072/30663
    Collection
    • Journal articles

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    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander