Marketing practices and the reconfiguration of public action. (8th July 2016)

• Record Type: Journal Article
• Authors: Barnett, Clive; Mahony, Nick
• Is Part Of: Policy and politics. Volume 44:Number 3(2016)
• Page Start: 367
• Page End: 382
• Publication Date: 2016-07-08
• Subjects: MARKETING -- SEGMENTATION -- PROBLEMATISATION -- PUBLIC; Local government -- Great Britain -- Periodicals; Policy sciences -- Periodicals; Political science -- Periodicals; 320.605
• DOI: 10.1332/030557315X14362596481598
• Languages: English
• ISSNs: 0305-5736

Abstract

Abstract : Market segmentation methodologies are increasingly used in public policy, arts and culture management and third sector campaigning. Rather than presume that this is an index of creeping neoliberalisation, we track the shared and contested understandings of the public benefits of using segmentation methods. Segmentation methods are used to generate stable images of individual and group attitudes and motivations, and these images are used to inform strategies that seek to either change these dispositions or to mobilise them in new directions. Different segments of the population are identified as bearing particular responsibilities for public action on different issues.