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Suburbia, marketing and stakeholders: developing Ilford, Essex, 1880–1914

Published online by Cambridge University Press:  23 April 2013

MICHAEL HELLER
MICHAEL HELLER*
Affiliation:
Royal Docks Business School, University of East London, Docklands Campus, University Way, London, E16 2RD, UK
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Abstract:

This article examines the development and marketing of suburbia through a case-study of the suburb of Ilford, Essex, between 1880 and 1914. It discusses how Ilford positioned itself, the white-collar clerical workers it targeted, its principal developers and the marketing and development strategies it pursued. It is argued that Ilford achieved success through a comprehensive and integrated marketing strategy which involved a policy of clear positioning, alignment with its target market, close co-operation between its principal stakeholders and the implementation of long-term, sustainable policies.

Type
Research Article
Information
Urban History , Volume 41 , Issue 1 , February 2014 , pp. 62 - 80
Copyright
Copyright © Cambridge University Press 2013 

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