Wood, Matthew and Fowlie, Julie (2010) Community cohesion in the London Borough of Barking and Dagenham Local Economy, 25 (4). pp. 293-304. ISSN 0269-0942Full text not available from this repository.
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):||/10.1080/02690942.2010.498949|
|Faculties:||Brighton Business School|
|Depositing User:||business editor|
|Date Deposited:||15 Nov 2010 21:12|
|Last Modified:||28 Mar 2012 07:54|
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