Relevance of Social Marketing in Kudumbashree

Edward, Manoj; K A, Zakkariya

dc.contributor.author	Edward, Manoj
dc.contributor.author	K A, Zakkariya
dc.date.accessioned	2015-04-30T07:02:16Z
dc.date.available	2015-04-30T07:02:16Z
dc.date.issued	2007-04-10
dc.identifier.uri	http://hdl.handle.net/2259/656
dc.description	PART I – SOCIAL RESPONSIBILITY, ETHICS & MARKETING\|Pages79-85\|	en_US
dc.description.abstract	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.	en_US
dc.language.iso	en	en_US
dc.publisher	Indian Institute of Management Kozhikode	en_US
dc.subject	Social Marketing	en_US
dc.subject	Community Mobilization	en_US
dc.subject	Consumer Orientation	en_US
dc.subject	Kudumbashree	en_US
dc.title	Relevance of Social Marketing in Kudumbashree	en_US
dc.type	Other	en_US