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Address of K C R Raja at the Life time Achievement... I am indeed grateful to you for conferring on me this prestigious Lifetime Achievement Award . I recall that this award was instituted in 1966 and the first recipient was Mr Arvind Mafatlal...

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THAT PENUMBRA OF APPROBATION THAT PENUMBRA OF APPROBATION "There is no penumbra of approbation round the theory of equilibrium. Equilibrium is just equilibrium." Discuss. Yes, this was a question we had in our Economics paper...

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Swami Vivekananda at Harvard Swami Vivekananda’s stay at Harvard , although well documented, presents many incidents that have been relatively unnoticed. This, the 150th year of Swamiji’s  birth anniversary, is an appropriate...

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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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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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