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Development can be defined as an action that improves the productivity and profitability. Hence development is basically a behavioral phenomenon. In the Indian perspective, the development processes are changing very fast, to balance with changing global scenario. It has under gone significant and radical changes during 1980s and 1990s.
Social marketing refers to the application of commercial marketing concepts, tools, resources, skills and technologies to encourage socially beneficial behaviour among those segments of the population not served, or not adequately served by existing public and private systems. This technique has been used extensively in international health programs, especially for distribution of contraceptives and oral rehydration therapy (ORT). It is also frequently used for bringing about changes in socially significant attitudes and behaviour in such diverse areas as smoking, the use of seat belts in cars, drug abuse, heart disease, and organ donation.
Social marketing is globally recognized as a key strategy for improving access to a wide range of products and services that directly and positively impact the human development, especially the outreach and coverage of health care. From conceptualizing product development, testing and targeted communication to consumer research and market segmentation, social marketing looks at the provision of health care products and services not as a medical problem, but as a sociological issue, and a marketing challenge. Social marketing in the health sector seeks to bring about changes in health seeking behaviour by creating access to, and improving the demand for products and services, needed for sustaining the sought after change in behaviour. Major developmental issues in India that need to be addressed through SMP to deliver social products and services are as follows.
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