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

Abstract

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.