Planning for community crisis: A marketing approach

The article is based on an examination of a nominal group procedure of two welfare agencies located on the confrontation line between Lebanon and Isra el, which implemented a marketing approach in planning intervention for the population for times of community crisis. The agencies are located at a pl ace 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 (ta rget market, service mix, place and distribution, price, and promotion) wer e implemented, for four phases of community crisis (warning, shock, organiz ing, and changing). The results show that the implementation of the marketi ng approach demands different marketing patterns for each phase of the comm unity crisis. These patterns, based on previous experience of the agencies, are described and discussed.