User-Centric Marketing for Planned Social Change

This two-part series is primarily targeted at NGOs and other public organizations workings towards affecting social change in a planned manner. The importance of User-Centric Marketing in achieving this lofty goal is discussed, along with the components of, and factors driving, social change. This in-depth treatment is indispensable to anyone in the public sector looking to harness the power of Marketing. Most planned social change fails due to lack of recipient perspective, and this can be amended by User-Centric Marketing, which includes the utilization of opinion leaders, education and incentives.

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