Developing a local government marketing model

Paper

Gardiner, Michael. 2009. "Developing a local government marketing model." Luxton, Sandra (ed.) 23rd Australian and New Zealand Marketing Academy Conference (ANZMAC 2009). Melbourne, Australia 30 Nov - 02 Dec 2009 Canning Bridge, Western Australia.

Authors
Paper/Presentation Title	Developing a local government marketing model
Presentation Type	Paper
Author	Gardiner, Michael
Editors	Luxton, Sandra
Journal or Proceedings Title	Proceedings of the 23rd Australian and New Zealand Marketing Academy Conference (ANZMAC 2009)
ERA Conference ID	76596
Number of Pages	10
Year	2009
Place of Publication	Canning Bridge, Western Australia
ISBN	1863081607
Web Address (URL) of Paper	http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-707.pdf
Conference/Event	23rd Australian and New Zealand Marketing Academy Conference (ANZMAC 2009)
	ANZMAC Conference
Event Details	ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C C C
Event Details	23rd Australian and New Zealand Marketing Academy Conference (ANZMAC 2009) Parent ANZMAC Conference Event Date 30 Nov 2009 to end of 02 Dec 2009 Event Location Melbourne, Australia
Abstract	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.
Keywords	rates; Australia; local government spending; transparency
ANZSRC Field of Research 2020	350199. Accounting, auditing and accountability not elsewhere classified
	350604. Marketing communications
	440708. Public administration
Public Notes	File reproduced in accordance with the copyright policy of the publisher/author.
Byline Affiliations	School of Management and Marketing

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