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Chapter 6: A Rural Perspective on Marketing Services to Older Adults.
- Source :
- Gerontological Social Work in Small Towns & Rural Communities; 2003, Vol. 41 Issue 1-4, p91-120, 30p
- Publication Year :
- 2003
-
Abstract
- In the scarce resource environment of rural communities, social workers have a special obligation to both embrace and contribute to the human service agency's marketing campaign. This chapter begins by clarifying the differences between goods and services and then develops a profile of the older adult as health and social service consumer. The unique features of rural older consumers are considered and approaches to segmenting a rural agency's target population are reviewed. Such concepts as outshopping, segmentation, destination marketing, and virtual servicescapes are considered as are the "Four P's'" and the "'Four I's" of marketing services. An organization-wide marketing philosophy is strongly encouraged in rural human service organizations. [ABSTRACT FROM AUTHOR]
- Subjects :
- RURAL development
SOCIAL workers
MARKETING
PLACE marketing
HUMAN services
Subjects
Details
- Language :
- English
- ISBNs :
- 9780789016935
- Volume :
- 41
- Issue :
- 1-4
- Database :
- Supplemental Index
- Journal :
- Gerontological Social Work in Small Towns & Rural Communities
- Publication Type :
- Book
- Accession number :
- 21976433
- Full Text :
- https://doi.org/10.1300/J083v41n01_06