Marketing for Social Change: Perspectives and Experiences

Social, economic, health and environmental impacts within a society are seamlessly associated with the attitude, behavior and culture of that community. Trends like global warming, HIV/AIDS and other health disorders, air and water pollution, social crime and terrorism, marginalization etc. are mostly due to the behavior and misbehavior exhibited by some social groups/individuals. Customary practices to sell pro-social behaviors have not been considerably successful so far. Scientific approach leveraging principles of management and marketing, promises social marketers the desired social changes. Social marketing is essentially a program designed to bring social change or change in social behavior by using the practices and concepts of commercial marketing. This book specially focuses on the concept, significance and applications of social marketing while dwelling on related challenges and perspectives. With an aim to bring into limelight the practices and lessons learnt, the book includes a few classic experiences and cases related to social marketing initiatives carried by non-business enterprises (NBEs) and/or Government, departments across different countries. The book is broadly divided into three sections namely, Introduction, Perspectives and Experiences, each of which carries insights as their name indicates.