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.
|Title of host publication||Ethical and Social Marketing in Asia|
|Editors||Bang Ngyuyen, Chris Rowley|
|Place of Publication||Waltham|
|Number of pages||15|
|Publication status||Published - 15 Feb 2015|
- Contraceptive social marketing