Community cohesion in the London Borough of Barking and Dagenham

Wood, Matthew and Fowlie, Julie (2010) Community cohesion in the London Borough of Barking and Dagenham Local Economy, 25 (4). pp. 293-304. ISSN 0269-0942

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Official URL: http://www.tandfonline.com/doi/abs/10.1080/0269094...

Abstract

This paper discusses how the critical elements of 'developing relationships' and 'understanding emotions' within a social marketing framework can be used to influence local government strategy and communications aimed at improving community cohesion and addressing negative myths. Under New Labour, community cohesion became a national and local priority. This is a case study of how one local authority - The London Borough of Barking and Dagenham (LBBD) - has addressed this issue by taking a social marketing approach. The paper also briefly discusses the 'tone of voice' adopted by LBBD in response to extensive insight work before outlining an innovative staff training programme. Most front-line staff have now participated in this programme, and the authors are currently evaluating its effectiveness in improving communications and cohesion within the community.

Item Type:Journal article
Subjects:N000 Business and Management > N500 Marketing
DOI (a stable link to the resource):http://dx.doi.org/10.1080/02690942.2010.498949
Faculties:Brighton Business School
ID Code:7902
Deposited By:business editor
Deposited On:15 Nov 2010 21:12
Last Modified:28 Mar 2012 08:54

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