Marketing Complexity: Case Study on Land Reform

  • Basskaran NairEmail author
  • Saltanat Janenova
  • Balzhan Serikbayeva


This chapter builds on Chapter  4 and looks at a complex and intractable case, namely the Land Reform. It discusses how, despite negative public reactions, marketing communication strategies can be applied to bring about a desired behaviour and opinion change. It systematically guides policy planners on how to manage and market “wicked” or complex policies in Kazakhstan.


Land reform case study Marketing complexity Negative public reactions Behaviour change Transtheoretical Model (TTM) 


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  • Basskaran Nair
    • 1
    Email author
  • Saltanat Janenova
    • 1
  • Balzhan Serikbayeva
    • 2
  1. 1.Nazarbayev UniversityNur-SultanKazakhstan
  2. 2.GSPPNur-SultanKazakhstan

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