The need for internal social marketing (ISM): extending the people focus to service employees

Previte, Josephine & Russell-Bennett, Rebekah (2014) The need for internal social marketing (ISM): extending the people focus to service employees. In Hastings, Gerard & Domegan, Christine (Eds.) Social Marketing: From Tunes to Symphonies. Routledge, United Kingdom, pp. 326-333.


BreastScreen Queensland (BSQ) is a government-based health service that provides free breast cancer screening services to eligible women using digital mammography technology.' In 2007, BSQ launched its first social marketing campaign' aimed at achieving a 30 per cent increase in women's programme participation by addressing the barriers to regular screening and by dispelling myths about breast cancer (Tornabene 2010). 'The Facts' mass media social marketing campaign used a credible spokesperson, Australian journalist]ana Wendt, to deliver the call to action' Don't make excuses. Make an appointment'.

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ID Code: 77934
Item Type: Book Chapter
Keywords: Internal Social Marketing, ISM, People Focus , Service Employees
ISBN: 978-0-415-68372-2
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Deposited On: 21 Oct 2014 05:52
Last Modified: 22 Oct 2015 15:16

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