Social Marketing: Marketing Moral, Human, Social and Cultural Values

Social marketing is a revolutionary idea for promoting a values-based society that is concerned for fellow beings and the environment. While the idea and practice of social marketing has been around for awhile, it has been hardly explored in-depth for social application by civil society organisations. To this end, SIGNIS Asia, in collaboration with SIGNIS India, organised an international conference on social marketing in Hyderabad, India, in September 2006. The conference was significant in that it brought together about 150 scholars, activists and professionals, providing them a platform to share their experience and thoughts on social marketing. This book is the result of such an experiment and creative effort.