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...

This article is a development of research published by the authors (Wood and Fowlie, 2010) and explores the role of relationships and social networks within a social marketing approach to community communications in the UK. An understanding of their importance and value in delivering...

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...