Grassroots marketing is focused on reaching customers locally or in their community where they live and work, or businesses and the public locally to promote an organization’s products, services or message. It does not generally depend on mass media advertising and targets a smaller, more defined audience. Grassroots marketing is aimed at building strong relationships with the target group so that people in the group become vocal supporters; and pass personal recommendations to others by word of mouth. In this way, the marketing effort reaches a larger audience. Others have a tendency to  ...