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Benchmarking road safety success: Issues to consider

Dann, Stephen; Fry, Marie Louise

Description

Success in social marketing is rarely clear cut and even more rarely believed to have been achieved. Social marketing practitioners are under increasing scrutiny to benchmark efficiencies of social change programs to achieve 'success' outcomes. Using road safety as a case study, this paper addresses the complex nature of success within a social marketing context. First, we discuss the conundrum facing road safety in articulating 'success' when at policy level success is quantified objectively,...[Show more]

CollectionsANU Research Publications
Date published: 2009
Type: Journal article
URI: http://hdl.handle.net/1885/19497
Source: Australasian Marketing Journal
DOI: 10.1016/j.ausmj.2009.06.004

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