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The Untapped Potential of Social Marketing: How a Sample of Florida Cities Engage in Its Practice
International Journal of Public Administration Pub Date : 2021-07-20 , DOI: 10.1080/01900692.2021.1950184
M. Blair Thomas 1 , Sarah E. Larson 2
Affiliation  

ABSTRACT

The purpose of this study is to investigate how cities are developing and implementing social marketing practices. Driven by a 2017 survey administered to a sample of Florida’s public officials, the research design of this study employs an exploratory data analysis including cluster analysis, univariate visualization, and bivariate visualization to information regarding public social marketing utilization. The findings of this study suggest possible confusion surrounding what social marketing actually is and how the practice can best be utilized within a strategic management context. This research adds value by contributing to a relatively nascent literature on social marketing within an American public administration context.



中文翻译:

社会营销的未开发潜力:佛罗里达城市的样本如何参与其实践

摘要

本研究的目的是调查城市如何发展和实施社会营销实践。在 2017 年对佛罗里达州公职人员样本进行的调查的推动下,本研究的研究设计采用了探索性数据分析,包括聚类分析、单变量可视化和双变量可视化,以获取有关公共社会营销利用的信息。这项研究的结果表明,围绕什么是社交营销以及如何在战略管理环境中最好地利用这种做法可能存在混淆。这项研究通过在美国公共行政背景下为相对新生的社会营销文献做出贡献来增加价值。

更新日期:2021-07-20
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