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Vishwanath’s First Century and a Kick start to my... It is amazing how a small incident can make a crucial difference to your life and career. This was what Vishwanath’s test debut did to me. I was a relatively junior official in my company. I knew I was...

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Meeting Satyajit Ray......and into Ashani Sanket (Satyajit Ray and I have had very little in common, personally and certainly not professionally. Most mornings I drove past Ray's house on Bishop Lefroy  Road and parked my car close by. I had, however...

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AMRITABHASHINI and its Fading Footprints In the Wikipedia pages on Kottakkal, there is a mention of Amrutabhashini . I quote ,” The development activities of women included modern publications such as Amritha Bhashini and Bala Chandrika, published...

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Another Family Reunion Family Reunion-May 11, 2014 The Kizhakke Covilagam family reunion I attended in 2010 was my first experience of attending the annual family meet, started ten years ago. I attended it a second time...

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Medical Education: Is Ethics part of it ? July 31, 2014 diagnostic tests It is high time that a formal course in ethics is made an integral part of medical education. An administrator of a leading hospital in Mumbai, herself a doctor, told...

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An Approach to Planned social Change: Social Marketing

Category : Non Profits

Marketing of social causes-referred to as Social Marketing- has, over the years,  grown into a specialised application area. The growth has been slow but significant. Be it in fundraising ,health communication, or social welfare program,s the social sector has been increasingly looking to marketing expertise for conceiving an agenda of action and then implementing it.

This was not so  way back in late 1970’s when I started teaching the subject.The place was the Jamnalal Bajaj Institute of Management of the University of Mumbai and the class, the first batch of students doing the Masters Programme in Marketing Management. The subject had not become fashionable then and had not entered the curriculum of any other programme including the full time MMS programme.

The Director, Dr Varanasy Murthy himself had put together the syllabus. When he told me to handle it, I was nervous and said I did not have the expertise to teach the subject. He said” If had found an expert I would not have called you. Try to coordinate the programme. Organize presentations by leaders of social service organisations and research bodies and get your students to analyse them in marketing terms and come up with solutions”

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