Marketing Counselling in New Zealand: The Images of Practice

Type of content
Journal Article
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Publisher
University of Canterbury. School of Educational Studies and Human Development.
Journal Title
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Volume Title
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Date
2003
Authors
Miller, J.
Abstract

The discourse of counselling includes such terms as caring, helping, empathising, guiding, empowering and facilitating growth. These terms do not sit easily alongside those associated with the discourse of marketing -products, promotion and profit. Nevertheless, many counsellors are now working in a market environment in which they must advertise and sell their services. The ways they market those services have the potential to affect the meaning of counselling. In this paper, I use an exploratory study of one marketing device, counselling brochures, to discuss their influence on current definitions and images of New Zealand counselling.

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Citation
Miller, J. (2003) Marketing Counselling in New Zealand: The Images of Practice. New Zealand Journal of Counselling, 24(1), pp. 66-82.
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Ngā upoko tukutuku/Māori subject headings
ANZSRC fields of research
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