Planning for Community Crisis: A Marketing Approach

Authors

Amnon Boehm, University of Haifa

Abstract

The article is based on an examination of a nominal group procedure of two welfare agencies located on the confrontation line between Lebanon and Israel, which implemented a marketing approach in planning intervention for the population for times of community crisis. The agencies are located at a place that was attacked and suffered personal and property loss particularly by short range missiles.

In the nominal group procedure, five elements of the marketing approach (target market, service mix, place and distribution, price, and promotion) were implemented, for four phases of community crisis (warning, shock, organizing, and changing). The results show that the implementation of the marketing approach demands different marketing patterns for each phase of the community crisis. These patterns, based on previous experience of the agencies, are described and discussed.

Recommended Citation

Boehm, Amnon (1998) "Planning for Community Crisis: A Marketing Approach," The Journal of Sociology & Social Welfare: Vol. 25: Iss. 4, Article 3.
DOI: https://doi.org/10.15453/0191-5096.2524
Available at: https://scholarworks.wmich.edu/jssw/vol25/iss4/3