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This question has been answered, and points have been awarded.
What Is Grassroots Marketing ? Thanks A Lot.
Posted by Anonymous on
4/6/2004 at 6:55 AM ET
I need a definition of grass roots marketing ? everybody is using this term, but i coul not find a definition in any of a marketing dictionaries i looked.
4/6/2004 at 8:29 AM
adj 1: fundamental; "the grassroots factor in making the decision" 2: of or involving the common people as constituting a fundamental politico-economic group; "a grassroots movement for nuclear disarmament"
Source: WordNet ® 1.6, © 1997 Princeton University
4/6/2004 at 9:06 AM
Here, in South Africa, 'grassroots' has a particular connotation - appealing to the masses.
I think the origination means what it says: from the bottom. Think of the roots of grass - do not really get lower than that. So 'grassroots' marketing would mean using mass market tactics to appeal to fundamental needs.
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