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INITIATING A MARKETING PLANNING PROCESS IN THE NORFOLK DEPARTMENT OF FIRE AND PARAMEDICAL SERVICES EXECUTIVE DEVELOPMENT BY:

By Edward L. Senter

Abstract

Today's fire departments are increasingly threatened by intergovernmental competition, consolidation, and privatization. If a municipal fire department is to survive during uncertain political and economic times, a comprehensive marketing plan must be employed to improve public image and build community support. The problem was the Norfolk Department of Fire and Paramedical Services (NFPS) did not have a comprehensive marketing plan. The purpose of this research project was to explore the meaning and benefits of fire department marketing, and identify the steps that should be taken by the NFPS to develop and implement a marketing plan. Historical and descriptive research methodologies were used to answer the following questions: 1. What is marketing, and how does it apply to the fire service? 2. What are the benefits of fire department marketing programs? 3. What are the elements of an effective marketing plan? 4. What strategies can be employed to market the services of a municipal fire department? The procedures used to complete this research included a literature review of fire servic

Year: 1997
OAI identifier: oai:CiteSeerX.psu:10.1.1.198.9171
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