Title page for ETD etd-01262010-020025


Type of Document Master's Thesis
Author Hirsch, Gwen N.
URN etd-01262010-020025
Title Marketing in the Forest Service :a focus on agency image
Degree Master of Science
Department Forestry
Advisory Committee
Advisor Name Title
Wellman, J. Douglas Committee Chair
Roggenbuck, Joseph W. Committee Member
Williams, Daniel R. Committee Member
Keywords
  • Corporate image
Date of Defense 1990-04-15
Availability restricted
Abstract
This paper examines the issue of a popularly held negative image of the USDA Forest Service. Examples from a variety of media vehicles are included to support the claim that a negative image is prevalent. There is also considerable anecdotal evidence to suggest that many people have only the vaguest idea of what the Forest Service is all about.

The adoption of a marketing perspective is proposed to increase awareness of the agency and its functions. An agency-wide customer service orientation is suggested and a public relations effort is proposed. The goal of a public relations campaign for the Forest Service is to provide an accurate depiction of the agency.

Suggestions are offered for implementing a marketing perspective in order to overcome the Forest Service's negative image. These suggestions include adopting a customer service orientation, implementing an internal marketing program, providing more information to the public, and making changes in Forestry education.

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