‘Public Marketing in India: Ethical Issues and Social Reality’

Abstract

Marketing is a well-established business backbone and, as a result, integrated into the operations of organizations of all kinds, whether they fall within the profit margin or not. Governments have been slow to use marketing methods for a variety of reasons. However, even within this sector it is increasingly accepted that marketing has a role to play and can contribute to the development and implementation of a high quality responsive public policy. An important consideration in dealing with the bias present in public advertising is the realization that the public marketing campaign begins with the assumption that it is larger than the target audience. By campaigning for change, the campaigner believes that targeted audiences may be behaving inappropriately, or not engaging in a 'better' lifestyle.