Social marketing: India, Pakistan and Bangladesh

Dilip S. Mutum; Ezlika Ghazali; Anvita Kumar

doi:10.1016/B978-0-08-100097-7.00008-8

Social marketing: India, Pakistan and Bangladesh

Dilip S. Mutum, Ezlika Ghazali, Anvita Kumar

Research output: Chapter in Book/Report/Conference proceeding › Chapter (Book) › Research › peer-review

6 Citations (Scopus)

Abstract

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 language	English
Title of host publication	Ethical and Social Marketing in Asia
Subtitle of host publication	Incorporating Fairness Management
Editors	Bang Nguyen, Chris Rowley
Place of Publication	Oxford UK
Publisher	Elsevier
Chapter	8
Pages	145-159
Number of pages	15
Edition	1st
ISBN (Electronic)	9780081001042
ISBN (Print)	9780081000977
DOIs	https://doi.org/10.1016/B978-0-08-100097-7.00008-8
Publication status	Published - 2015
Externally published	Yes

Keywords

AIDS
Bangladesh
Contraceptive social marketing
Culture
HIV
India
Pakistan

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1016/B978-0-08-100097-7.00008-8

Cite this

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title = "Social marketing: India, Pakistan and Bangladesh",

abstract = "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.",

keywords = "AIDS, Bangladesh, Contraceptive social marketing, Culture, HIV, India, Pakistan",

author = "Mutum, {Dilip S.} and Ezlika Ghazali and Anvita Kumar",

note = "Funding Information: With funding from the Global Fund, the organisation Save the Children used drop-in centres to increase condom use by female sex workers (FSWs) in Bangladesh. Save the Children provided free condoms, education, counselling and testing services besides sexually transmitted infection (STI) clinics and general health services. A survey in 2012 found that condom use increased tremendously from 66.7 per cent to 95.5 per cent, from 2008 to 2012 ( Hossain, Sultana, Amin, & Siddiqua, 2013 ). Hossain et al. (2013) concluded that strong motivational support and peer education would help to keep up this high rate of condom use among FSWs. This was essential to prevent the spread of HIV. Publisher Copyright: {\textcopyright} B Nguyen and C Rowley, 2015. All rights reserved.",

year = "2015",

doi = "10.1016/B978-0-08-100097-7.00008-8",

language = "English",

isbn = "9780081000977",

pages = "145--159",

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}

TY - CHAP

T1 - Social marketing

T2 - India, Pakistan and Bangladesh

AU - Mutum, Dilip S.

AU - Ghazali, Ezlika

AU - Kumar, Anvita

N1 - Funding Information: With funding from the Global Fund, the organisation Save the Children used drop-in centres to increase condom use by female sex workers (FSWs) in Bangladesh. Save the Children provided free condoms, education, counselling and testing services besides sexually transmitted infection (STI) clinics and general health services. A survey in 2012 found that condom use increased tremendously from 66.7 per cent to 95.5 per cent, from 2008 to 2012 ( Hossain, Sultana, Amin, & Siddiqua, 2013 ). Hossain et al. (2013) concluded that strong motivational support and peer education would help to keep up this high rate of condom use among FSWs. This was essential to prevent the spread of HIV. Publisher Copyright: © B Nguyen and C Rowley, 2015. All rights reserved.

PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

KW - AIDS

KW - Bangladesh

KW - Contraceptive social marketing

KW - Culture

KW - HIV

KW - India

KW - Pakistan

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M3 - Chapter (Book)

AN - SCOPUS:84938894517

SN - 9780081000977

SP - 145

EP - 159

BT - Ethical and Social Marketing in Asia

A2 - Nguyen, Bang

A2 - Rowley, Chris

PB - Elsevier

CY - Oxford UK

ER -

Social marketing: India, Pakistan and Bangladesh

Abstract

Keywords

UN SDGs

Access to Document

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