Marketing Complexity: Case Study on Land Reform
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.
KeywordsLand reform case study Marketing complexity Negative public reactions Behaviour change Transtheoretical Model (TTM)
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