Social Marketing Effectiveness A Study of Traffic Week - Kothari, Purvi
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Introduction 1.1 Chapter Overview In the first chapter of the thesis, at the outset, the background and introduction of social marketing are explained and related to the Indian context. The concept of social marketing is explored and its historical origin is traced. The study further elaborates on the tools supporting a social campaign and the contributors to the success of a social program. Essential criteria for an effective program are also highlighted. The P's of the marketing mix is applied to social marketing and the importance of promotion to make a social program effective is sketched…mehr

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Introduction 1.1 Chapter Overview In the first chapter of the thesis, at the outset, the background and introduction of social marketing are explained and related to the Indian context. The concept of social marketing is explored and its historical origin is traced. The study further elaborates on the tools supporting a social campaign and the contributors to the success of a social program. Essential criteria for an effective program are also highlighted. The P's of the marketing mix is applied to social marketing and the importance of promotion to make a social program effective is sketched out. Further, the chapter focuses light on celebrity involvement in such programs for more effective implementation.