Social Marketing: India, Pakistan and Bangladesh

Anvita Kumar, Dilip Mutum, Ezlika Ghazali

Research output: Chapter in Book/Report/Conference proceedingChapter

6 Citations (Scopus)


This chapter looks at social marketing in India, Pakistan and Bangladesh. Despite their cultural similarities and historical ties, each country has their unique challenges. Diversities and issues are explored with special reference to the contraceptive social marketing programmes in these three countries. The aim is to enable readers to comprehend how organisations organise and manage social marketing in these countries. Furthermore, the chapter presents important aspects of decision-making processes, influencing consumers’ perceptions towards social marketing. Theories on social marketing are reviewed and extant research presented.
Original languageEnglish
Title of host publicationEthical and Social Marketing in Asia
EditorsBang Ngyuyen, Chris Rowley
Place of PublicationWaltham
PublisherElsevier USA
Number of pages15
ISBN (Electronic)9780081001042
ISBN (Print)9780081000977
Publication statusPublished - 15 Feb 2015


  • Contraceptive social marketing
  • India
  • Pakistan
  • Bangladesh
  • Culture
  • HIV
  • AIDS


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