Social Marketing in India

Social Marketing in India, an adaptation of Nancy R. Lee and Philip Kotler’s highly successful book Social Marketing: Influencing Behaviors for Good, is structured around the ten-step marketing planning process. It encourages social change managers to undertake a systematic approach to behavioural change rather than only focusing on advertisements. With examples from diverse scenarios, it serves as a comprehensive resource on social marketing, particularly within the Indian context. The book explores the art and science of behavioral social marketing, highlighting its critical role in policymaking, marketing ethics and behavioural psychology.