Introduction to Social Marketing
Book format: An electronic version of a printed book that can be read on a computer or handheld device designed specifically for this purpose.
Publisher: Date:9/1/2003 - India Research Press
By: G. B. Mukherji
Designed to introduce social marketing as a discipline to social development planners and program implementers, this book suggests that the basics tenets of the marketing discipline as practiced in the commercial sector be followed in all development planning and execution: thereby reducing adhocism, but not individual initiatives. The fundamentals of India's social marketing discipline are illustrated.