Scared Topless: Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers

Josephine Previte; Rebekah Russell-Bennett

doi:10.1007/978-3-319-24184-5_83

Scared Topless: Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers

Josephine Previte
, Rebekah Russell-Bennett

Research output: A Conference proceeding or a Chapter in Book › Chapter › peer-review

2 Citations (Scopus)

Abstract

Catherine Ford’s recounting of her breast screening experience in a Sydney Morning Herald new story (2012) reveals an interesting insight into a health customer’s reaction to the marketization of health services. As government decision-makers attempt to find market solutions to the increasing costs of today’s health system and make health services convenient and appealing to target audiences, social marketers are being called upon to deliver innovative strategies to encourage positive health behaviours (French 2007). BreastScreen Australia’s venture into the ‘retail emporium’ is an example of an innovation in service design to make access to a health services easy and desirable for consumers.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Editors	Colin Campbell, Junzhao (Jonathon) Ma
Publisher	Springer
Pages	316-318
Number of pages	3
ISBN (Print)	9783319241821
DOIs	https://doi.org/10.1007/978-3-319-24184-5_83
Publication status	Published - 2016
Externally published	Yes

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being

Access to Document

10.1007/978-3-319-24184-5_83

Cite this

Previte, J., & Russell-Bennett, R. (2016). Scared Topless: Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers. In C. Campbell, & J. Ma (Eds.), Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 316-318). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer. https://doi.org/10.1007/978-3-319-24184-5_83

Previte, Josephine ; Russell-Bennett, Rebekah. / Scared Topless : Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. editor / Colin Campbell ; Junzhao (Jonathon) Ma. Springer, 2016. pp. 316-318 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

@inbook{03998a1e08ca42999a70ef78bf8ded25,

title = "Scared Topless: Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers",

abstract = "Catherine Ford{\textquoteright}s recounting of her breast screening experience in a Sydney Morning Herald new story (2012) reveals an interesting insight into a health customer{\textquoteright}s reaction to the marketization of health services. As government decision-makers attempt to find market solutions to the increasing costs of today{\textquoteright}s health system and make health services convenient and appealing to target audiences, social marketers are being called upon to deliver innovative strategies to encourage positive health behaviours (French 2007). BreastScreen Australia{\textquoteright}s venture into the {\textquoteleft}retail emporium{\textquoteright} is an example of an innovation in service design to make access to a health services easy and desirable for consumers.",

keywords = "Customer Engagement, Internal Marketing, Preventative Health Service, Service Encounter, Social Marketing",

author = "Josephine Previte and Rebekah Russell-Bennett",

note = "Publisher Copyright: {\textcopyright} 2016, Academy of Marketing Science.",

year = "2016",

doi = "10.1007/978-3-319-24184-5\_83",

language = "English",

isbn = "9783319241821",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

publisher = "Springer",

pages = "316--318",

editor = "Colin Campbell and Ma, \{Junzhao (Jonathon)\}",

booktitle = "Developments in Marketing Science",

address = "Netherlands",

}

Previte, J & Russell-Bennett, R 2016, Scared Topless: Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers. in C Campbell & J Ma (eds), Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, pp. 316-318. https://doi.org/10.1007/978-3-319-24184-5_83

Scared Topless: Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers. / Previte, Josephine; Russell-Bennett, Rebekah.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. ed. / Colin Campbell; Junzhao (Jonathon) Ma. Springer, 2016. p. 316-318 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: A Conference proceeding or a Chapter in Book › Chapter › peer-review

TY - CHAP

T1 - Scared Topless

T2 - Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers

AU - Previte, Josephine

AU - Russell-Bennett, Rebekah

PY - 2016

Y1 - 2016

N2 - Catherine Ford’s recounting of her breast screening experience in a Sydney Morning Herald new story (2012) reveals an interesting insight into a health customer’s reaction to the marketization of health services. As government decision-makers attempt to find market solutions to the increasing costs of today’s health system and make health services convenient and appealing to target audiences, social marketers are being called upon to deliver innovative strategies to encourage positive health behaviours (French 2007). BreastScreen Australia’s venture into the ‘retail emporium’ is an example of an innovation in service design to make access to a health services easy and desirable for consumers.

AB - Catherine Ford’s recounting of her breast screening experience in a Sydney Morning Herald new story (2012) reveals an interesting insight into a health customer’s reaction to the marketization of health services. As government decision-makers attempt to find market solutions to the increasing costs of today’s health system and make health services convenient and appealing to target audiences, social marketers are being called upon to deliver innovative strategies to encourage positive health behaviours (French 2007). BreastScreen Australia’s venture into the ‘retail emporium’ is an example of an innovation in service design to make access to a health services easy and desirable for consumers.

KW - Customer Engagement

KW - Internal Marketing

KW - Preventative Health Service

KW - Service Encounter

KW - Social Marketing

UR - https://www.scopus.com/pages/publications/85091363805

U2 - 10.1007/978-3-319-24184-5_83

DO - 10.1007/978-3-319-24184-5_83

M3 - Chapter

AN - SCOPUS:85091363805

SN - 9783319241821

T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science

SP - 316

EP - 318

BT - Developments in Marketing Science

A2 - Campbell, Colin

A2 - Ma, Junzhao (Jonathon)

PB - Springer

ER -

Previte J, Russell-Bennett R. Scared Topless: Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers. In Campbell C, Ma J, editors, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer. 2016. p. 316-318. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-24184-5_83

Scared Topless: Why Social Marketers Need to Encourage Marketing-Like Activities in Avoidance-Service Workers

Abstract

Publication series

UN SDGs

Access to Document

Other files and links

Fingerprint

Cite this