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Marketing Strategy from the Masters (Collection) by David J. Reibstein, Nancy Lee, Larry Light, Paul W. Farris, Joan Kiddon, Philip Kotler, Phillip E. Pfeifer, Neil T. Bendle

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7. Communicating Effectively with Key Publics

“My experience, and the experience of the extraordinary team who led the Organ Donation Breakthrough Collaborative over the course of a two year period in 2003 through 2005, shows that it is possible to make a big difference on a major national challenge. We did it together. We did it with using communication principles that work. We did it with a modest federal investment of approximately $2 to $4 million annually. We did it fast.

Gandhi said that the key to change is ‘to be the change you want to see in the world.’ That pretty much sums up what we all did together.”

Dennis WagnerSocial Marketing Leader & DirectorOrgan Donation Breakthrough CollaborativeU.S. Department of Health and Human Services, ...

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