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Essay / Research Paper Abstract
An 8 page research paper that explores the topic of marketing and the British police force. Drawing on the work of Mawby and Worthington (2002), the writer argue that marketing is an essential element in building a positive public image for the police. Bibliography lists 3 sources.
Page Count:
8 pages (~225 words per page)
File: D0_khukcops.rtf
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Unformatted sample text from the term paper:
from government have caused police to reconsider their relationship to the public, which, in turn, as led to police services learning from the examples of "corporate image management, media
and public relations and marketing" (Mawby and Worthington, 2002). The following research draws primarily on a case study formulated by Mawby and Worthington (2002) in examining how British police are
in the process of reorienting their relationship to the public in order to facilitate improved public relations, thereby, enhancing police service to the community. Situation Societal pressures are
having a distinct impact on police procedures regarding the need to present a face to the public that generates trust in police officers and police services. These pressures are listed
by Mawby and Worthington (2002) as: 1. encompassing governmental policy that demands effectiveness and efficiency while recognizing citizens as consumers of police services; 2. the complex nature of society, which
places the burden on police to communicate effective while simultaneously demonstrating accountability; 3. the enormous public fear of crime, as well as general public dissatisfaction with police services; and
4. the increasing, seemingly never-ending, demand for police services. In the wake of the 2001 general election, which returned the Labor Party for a second term in
office, the new Home Secretary, David Blunkett, announced that there were plans to radically reform the police service (Mawby and Worthington, 2002). In regards to how this reform process would
impact public perception of the police, one definition of marketing referred to it as primarily communication, while another force pointed out that it is "difficult to separate it (marketing) from
everything else the department does to promote the forces reputation" (Mawby and Worthington, 2002). Analysis of the situation showed that, firs of all, there is inconsistency in the understanding of
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