Relevance of Social Marketing in Kudumbashree

This paper explores the potential for social marketing application for community mobilization. For this purpose, Kudubhashree, a poverty eradication programme initiated by Govt of Kerala is used as a case study. The discussion in the paper focuses on the problems and challenges related to the scalin...

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Hlavní autor: Manoj Edward Zakkariya K A
Médium: Printed Book
Vydáno: International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK 2007
On-line přístup:http://10.26.1.76/ks/002436.pdf
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100 |a Manoj Edward Zakkariya K A 
245 |a Relevance of Social Marketing in Kudumbashree 
260 |c 2007 
260 |b International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK 
520 |a This paper explores the potential for social marketing application for community mobilization. For this purpose, Kudubhashree, a poverty eradication programme initiated by Govt of Kerala is used as a case study. The discussion in the paper focuses on the problems and challenges related to the scaling up of Kudumbashree throughout the State. The resolution of various issues related to scaling up process is detailed with the potential application of social marketing, using the consumer orientation and marketing mix as the basis for discussion 
856 |u http://10.26.1.76/ks/002436.pdf 
942 |c KS 
999 |c 71824  |d 71824 
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