Social
Marketing in India
Sameer
Deshpande, University of Lethbridge,
Canada
Nancy R. Lee, University of Washington and Social Marketing
Services, Inc.
© 2014 SAGE Publications
Pvt. Ltd
This book, an adaptation of
Nancy R. Lee and Philip Kotler’s highly successful book Social
Marketing: Influencing Behaviors for Good, 4th Edition, is structured
around the ten-step marketing planning process that trains and encourages those
in positions responsible for influencing public behaviors to undertake a
systematic and comprehensive approach to behaviour
change rather than jumping to the stage of producing just ads or distributing
condoms. The book will convince readers when employing social marketing, it
takes more than this. The book illustrates the planning process, importance of
research, and related concepts through numerous examples that are of high
quality and diverse contexts. It is one of the first books to bring together
excellent social marketing thoughts related to the Indian situation at one
place. Through these discussions, the book proposes new ways to address old problems
related to public health, injury prevention, environment protection, community
harmony, and financial well-being. In a nutshell, if you want to learn how to
fix India’s problems, this book is for you.
Excerpt from the Foreword by Philip Kotler
S. C. Johnson & Son
Distinguished Professor of International Marketing, Kellogg Graduate School of
Management, Northwestern University
“This text invites professionals working in
government, nonprofit, corporate, and funding communities in India to
take advantage of the well-accepted social marketing framework and improve
success of their behavior change efforts. As India embarks on an exciting
future, we cannot neglect the myriad social problems it faces. This book
provides guidance to overcome those challenges. While the Indian text
retains the foundational conceptual knowledge and a few relevant examples,
it is substantially modified with the inclusion of numerous high-quality case
studies, examples, and insights specific to the Indian context and sensibilities.”
Sage: http://www.sagepub.in/books/Book242457?siteId=sage-india&prodTypes=any&q=deshpande&fs=1