The nature, role and value of marketing within the road safety team in a City Council

Abstract

Purpose – The purpose of this paper is to supplement the growing literature on social marketing by reflecting on the kinds of social marketing activities undertaken in one area of a public service administered by a large City Council in the UK. The study sought to consider the extent to which traditional theoretical ideas on marketing can be coupled with current contributions in operational terms in practical situations.Design/methodology/approach – The methodology is based on anecdotal data and the critical reflections of the principal researcher concerning current and recent activities in the area of interest within the council. For this purpose, traffic services and management within a City Council was chosen, an area in which the first author of the paper has considerable experience and expertise.Findings – People engaged in the type of work examined here, in fact, undertake social marketing, although they do not readily recognize the activity in these terms. Concerning road safety, the majority of re...