Mediaboss Marketing

capital formation and other social problems. The development strategies so far adopted resulted in degradation

in social, cultural, environmental and health care, so the need of application of social marketing principles is felt

urgently enrich the life Indian citizen. A research study has included that the industrial units situated in

Champur. Mumbai, emit more than 111 tonnes of hazardous carbon dioxide daily. According to observation of

Centre of Science Environment, Delhi, of the total water reservoir in India, more than 70% water is polluted.

The NEERI (National Environmental Engineering Institute, Nagpur) has shown that ill-habits of people result in

60% water pollution while industrialisation is responsible for 40% water pollution in India. Due to consumption

of polluted water more than 15 lakh children die of diarrhoea per year.5 The major aluminium corporate in

Orissa are damaging environment and are responsible for displacement of more than 2000 tribal families.6

Out of 3119 cities in India, only 209 cities are having sewage water treatment plants. The river Yamuna gets

daily 2 crore litre untreated water. Calcutta and Mumbai have noise above 80 decibels. Bhopal gas Tragedy

(1984) look victim of more than 2500 citizens, more than 40000 were handicapped and blind and still are

suffering from various diseases. Ozone layer has been depleting because of pollution agents like chlorofluoro

carbon and methyl chloroform emitted by cold storages, refrigerators and greed houses. Due to this we

experience hot waves having intensity of 45 to 500c in our country. The worst oil spill during the 1991 gulf war

killed thousands of sea birds, fish and other aquatic lives. Deforestation is not only ruining environment but

causing economic loss of Rs. 2.30 billions per year India. In Agra city, the pollution created by industries is

ruining the beauty of the world famous Taj Mahal.

Deforestation in India is going on at a fast speed, running valuable flora and fauna coupled with

irreparable loss to soil to soil. So the need of the hour is to protect environment from further loss. Business

organisations, marketers, Govt. Organisation and NGOs, social organisations must apply principles of social

marketing to achieve their respective goals coupled with the goal of enrichmental, cultural and health facilitates.

In India social marketing principles are being used for achieving business as well as health care, population

control, adult education etc. Still social marketing has a long to go in a developing country like India.

VI. PROSPECTS FOR SOCIAL MARKETING

In the 21st Century Social Marketing principles could certainly benefit the organisation (i.e. social,

educational, health, political and business), the consumers and change the socio-economic and an environmental

system, Information Technology has made communication systems very dynamic, interactive and effective. So

the whole world has become a Global Village.

In the world of Marshal Goldsmith new technologies, new organisations and the rise of global village

will have a propound effect on our sense of community in the years ahead. Two trends stand out: the explosion

of our potential to communicate instantaneously and massively across the globe and, closely aligned with our

ability to create communities of our choice8. In future social marketers will have to adopt information

technology to build rapport with target groups, gaining support of the masses to social reform campaigns, health

promotion campaigns and creating awareness regarding environment protection for themselves and future

generations.

CONCLUSION:

Social marketing is being applied the world over and India is no exception. This concept has altered the

traditional concept of marketing. Society oriented development strategy can be helpful in overcoming the

serious problems like pollutions explosion, ecological imbalance, world over poverty, imbalanced development

and meeting the basic needs e.g. drinking water, food and shelter, education and health care. Social marketing

can be applied in any sphere of life and can help in enriching the life of human being and care for safety of the

universe. The explosion of information technology made communication very dynamic. The leaders of social

change will have to adopt information technology for communication is interacting and confidence building

among masses.

Let us hope that Indian development policies have the essence of social principles linked with non-

pollution and ecology in the interest of present and future generations.

References:

1. http/www.hc.gc.ca/bppb/social marketing/sm.html-9/10/01.

2. Kotler p & Zeltman G. Social Marketing: An Approach to planned social change, Journal of Marketing (1971),35,

3 -12.

3. Andreasen A.R. Marketing social change: Changing behaviour to promote health, social development, and the

Environment 1995, San Francisco: Jossy Bass.

4. Dr. Mrs. Laturkar V.N. Social Marketing A Holistic concept of management, Indian Journal of Marketing, vol.

XXXI, June, 2001, P.No. 14.

5. Prof. Rane Sunil, Environment Science Vyanktesh Publication Latur, 1996 P.No.36.

6. Das vidya,mining Bauxite maiming people-Economical & political weekly, vol.XXXVI -28 June 2001,

P.No.2613.

7. Chocked Existence Rashtriya Sahara , Jan, 1998, P.No. 145-146.

8. Goldsmith M, Global Commuications and Community of choice, The community of future, 1998, San

Francisco:Jossey Bass, P.No. 101-114.

Indian Journal of Marketing 18

Continue reading here:
(PDF) Social Marketing - Share and discover research