Less smoke, more fire: The benefits and impacts of social marketing

Social marketing has its roots in the public health messages being communicated to the illiterate in India in the 1960s. But since then it has evolved and now embraces strategic marketing planning, measurability, and effective behavioural change.

Social marketing is now at the stage that instead of borrowing techniques from the commercial world, it can teach commercial marketers valuable lessons about understanding and effecting behavioural change in their customers.

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