Contraceptive social marketing in the third world: A case of multiple transfer

Abstract

The major research question was, "What are the social implications of transferring marketing methods and principles from a first world, commercial context, to a third world, social context?" A case study of the Family Planning Social Marketing Project of Bangladesh was done to address the question, with project documentation and interviews constituting the major sources of evidence. An interpretive-critical approach was taken. Overall, it was found that the formulation and modification of communication strategy was consistently influenced by either marketing convention or the practical needs of the marketing organization. Further, it was found that the dominance of these considerations created contradictory social implications within the project.