The Concept of Social Marketing: From Local Development Initiatives to Global Integration - The Example of Health Care in Rural India

International Review of Business Research Papers, Vol. 3, No. 5, pp. 328-346, November 2007

19 Pages Posted: 5 Aug 2008 Last revised: 21 Oct 2010

See all articles by Marc Pilkington

Marc Pilkington

Université Bourgogne Franche Comté

Date Written: November 1, 2007

Abstract

This paper aims at the delimitation of the concept of social marketing, with a special emphasis on priority products for the weakest sections of society in rural India. It also aims to show that there is a wide and unexplored scope for potential synergies between private and public institutions, small-scale enterprises and multinational corporations, business and non-governmental organisations and between the formal and the informal sectors. Given the slogan of the World Health Organisation "Health is Wealth", we subscribe to this axiom and we conduct a PEST analysis based on a field experience in the rural areas of Tamil Nadu (South India) in order to show that there is further scope for the social marketing of health care in rural India through the design of renewed partnerships between public and private institutions that can be viewed as a subtle dialectic between local development initiatives and global integration.

JEL Classification: I12, I30, J13, M31, 029

Suggested Citation

Pilkington, Marc, The Concept of Social Marketing: From Local Development Initiatives to Global Integration - The Example of Health Care in Rural India (November 1, 2007). International Review of Business Research Papers, Vol. 3, No. 5, pp. 328-346, November 2007, Available at SSRN: https://ssrn.com/abstract=1143143

Marc Pilkington (Contact Author)

Université Bourgogne Franche Comté ( email )

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