标题：From Scientific Speculation to Effective Adaptive Management: A case study of the role of social marketing in promoting novel restoration strategies for degraded dry lands
摘要：This article focuses on the role of social marketing, in particular the analysis of the motivationsand capabilities of stakeholder groups, in encouraging acceptance of an innovative experimental approachto semiarid shrub land restoration in Chile. Controlled scientific experiments involving herbivory controlduring El Ni.o events have proved promising, but have not yet been introduced into ecosystem managementapproaches. Social marketing, as a lens for focusing on and understanding stakeholders' motivations,provides a valuable framework in which strategies may be developed for diffusing promising scientificexperiments into regional management contexts
