Effectiveness of Social Marketing and Behaviour Change

By Parida Prasanta and Prasanta Parida

Social marketing is the systematic application of marketing to achieve changed behavioral goals for a social good among the high risk population. In India the community of truckers is vulnerable to HIV/AIDS due to higher prevalence of risky sexual behaviour, which results from a variety of social and economic factors as well as their work patterns. Reportedly, close to 36% of truckers are clients of sex workers and 25-30% of clients appear to be truckers.Measuring the effectiveness of social marketing the effective factors were measured and reflected among selected mass medias through this book"Effectiveness of social marketing & Behavioural change". This will help the policy makers, implementer working on this field to develop strategies for preventing HIV/AIDS.

• Format: Paperback
• Language: English
• ISBN: 3639701216
• ISBN13: 9783639701210
• Release Date: October 2013
• Publisher: Scholars' Press
• Length: 260 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.6" x 6.0" x 9.0"