Macromarketing's concern with intended and unintended effects of social marketing is examined in this article by focusing on the marketing of family planning in India. It is argued that the traditional emphases on marketing transactions can also be adopted in social marketing; however, the processes by which transactions are maximized can be highly disruptive and socially dysfunctional. By adopting a macro-marketing perspective, social marketing programs can be designed which are compatible with individual as well as collective welfare and which are equitable in their impact on society.
Get full access to this article
View all access options for this article.
References
1.
Andreasen, Alan R. (1982), "Judging Marketing in the 1980s,"Journal of Macromarketing, 2 (Spring), 7-13.
2.
Bhandari L. (1978), Communication for Social Marketing: A Study in Family Planning, New Delhi: McMillan.
3.
Blaikie, P. M. (1975), Family Planning in India: Diffusion and Policy, New York: Holmes and Meier.
4.
Bloom, Paul N. , and William D. Novelli (1981), "Problems and Challenges in Social Marketing,"Journal of Marketing, 45 (Spring), 79-88.
5.
Carman, James E. (1979), "Paradigms for Marketing Theory," in Research in Marketing, vol. 3, Jagdish Sheth, ed., Greenwich, CT: JAI Press, 1-36.
6.
Chaganti, R. (1981), "Macromarketing: Elements of a Framework for Normative Evaluation,"Journal of Macromarketing, 1 (Fall), 56-60.
7.
Crompton, J. L. , and C. W. Lamb, Jr. (1983), "The Importance of the Equity Concept in the Allocation of Public Services,"Journal of Macromarketing, 3 (Spring), 28-39.
8.
Dixon, D. F. (1983), "A Comment on the Importance of the Equity Concept,"Journal of Macromarketing, 3 (Spring), 40-45.
9.
Farley, J. U. , D. E. Sexton, Jr., R. H. Smith, and S. S. Tokarski (1974), "A Working Behavioral Segmentation System for a Family Planning Marketing Program,"Proceedings, American Marketing Association, pp. 31-34.
10.
Freedman, R. , and B. Berelson (1976), "The Record of Family Planning Programme,"Studies in Family Planning, 7 (January), 1-39.
11.
Gulhati, R. (1978), "India's Population Policy: Critical Issues for the Future,"Public Policy, 26 (Summer), 415-454.
12.
Hunt, Shelby D. (1981), "Macromarketing as a Multidimensional Concept,"Journal of Macromarketing, 1 (Spring), 7-8.
13.
IBRD (1974), Population Policies and Economic Development, Baltimore: John Hopkins University.
14.
Kotler, Philip (1975), Marketing for Non-Profit Organizations, Englewood Cliffs, NJ: Prentice-Hall.
15.
Kotler, Philip (1980), Marketing Management: Analysis, Planning and Control, 4th ed., Englewood Cliffs, NJ: Prentice-Hall.
16.
Kotler, Philip , and S. J. Levy (1969), "Broadening the Concept of Marketing,"Journal of Marketing, 33 (January), 10-15.
17.
Laczniak, G. (1983), "Frameworks for Analyzing Marketing Ethics,"Journal of Macromarketing, 3 (Spring) 7-18.
18.
Laczniak, G. R. , R. F. Lusch, and P. E. Murphy (1979), "Social Marketing: Its Ethical Dimensions,"Journal of Marketing, 43 (Spring), 29-36.
19.
Lovelock, Christopher H. (1979), "Theoretical Contributions from Services and Nonbusiness Marketing," Working Paper 79-16, Cambridge: Harvard Business School.
20.
Mamdani, M. (1972), The Myth of Population Control: Family, Caste and Class in an Indian Village, New York: Monthly Review Press.
21.
Mauldin, W. P. , and B. Berelson (1978), "Conditions of Fertility Decline in Developing Countries, 1965-1975,"Studies in Family Planning, 9 (May), 89-147.
22.
May, D. A. , and D. M. Heer (1968), "Son Survivorship and Family Size in India: A Computer Simulation,"Population Studies, 22 (July), 199-210.
23.
Monieson, David D. (1981), "What Constitutes Usable Knowledge in Macromarketing?"Journal of Macromarketing, 1 (Spring), 14-22
24.
Nortman, D. L. , and E. Hofstatter (1980), Population and Family Planning Programs: A Fact Book, 10th Edition, New York: Population Council.
25.
Potter, R. (1971), "Inadequacy of a One-Method Family Planning Program,"Studies in Family Planning, 2 (January), 1-6.
26.
Roberto, E. L. (1972), "Social Marketing Strategies for Diffusing the Adoption of Family Planning,""Social Science Quarterly (June), 33-51.
27.
Rogers, E. M. (1972), Field Experiments of Family Planning Incentives, East Lansing: Michigan State University.
28.
Rothschild, Michael L. (1979), "Marketing Communications in Nonbusiness Situations or Why It's So Hard to Sell Brotherhood Like Soap,"Journal of Marketing, 43 (Spring), 11-20.
29.
Shostack, G. Lynn (1977), "Breaking Free From Product Marketing,"Journal of Marketing, 41 (April), 73-80.
30.
Simon, Julian L. (1972), "Strategy and Segmentation of the Birth Control Market: This Side of Family Planning," Working Paper, Urbana, Illinois: Department of Communications, University of Illinois.
31.
Wilder, F. , and D. K. Tyagi (1968), "India's New Departures in Mass Motivation for Fertility Control,"Demography, 5, 773-779.
