Abstract
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.
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Nair, B., Janenova, S., Serikbayeva, B. (2020). Marketing Complexity: Case Study on Land Reform. In: A Primer on Policy Communication in Kazakhstan. Palgrave Pivot, Singapore. https://doi.org/10.1007/978-981-15-0610-9_5
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DOI: https://doi.org/10.1007/978-981-15-0610-9_5
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