
Reconnecting Marketing to Markets
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Interpretations and Interests in Comparative Perspective
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Complex social and political conflicts invariably have multiple roots rather than a single clear cause, and they are therefore difficult to manage effectively. Conflicts are about the interpretations of opponents' motives as well as the interests that antagonists pursue. Conflict management is most effective when it addresses not only the specific objects of contention but also adversaries' deeper, emotion-laden fears.
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