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Integrated marketing communications for public policy : perspectives from the World's largest employment guarantee program MGNREGA / Shriram Kadia.

9789811951183 (electronic bk.)
9811951187 (electronic bk.)
9789811951176
9811951179

Singapore : Palgrave Macmillan, 2022.

English

1 online resource (xxiii, 136 pages) : illustrations (some color)

10.1007/978-981-19-5118-3 doi

JQ769.5.C54

352.3840954

This book is based on detailed empirical research conducted to analyse the communication dissemination approach applied to the world's largest employment guarantee program MGNREGA (Mahatma Gandhi National Rural Employment Guarantee Act). To uncover the insights, perspectives and understanding of the program, more than 30 villages in Western parts of India were visited and more than 400 MGNREGA beneficiaries were contacted personally by the author. The book connects the two concepts of Integrated Marketing Communications (IMC) and Public Policy and highlights the importance of using the IMC tools for a meaningful and comprehensible communication dissemination strategies and campaigns. A global overview of public policy dissemination approaches adopted by federal governments in Brazil, Niger, Philippines, Indonesia, Pakistan, Bangladesh, South Africa, and Kenya have been presented to sensitize the readers with the communication dissemination strategies used at the global level. The book presents and discusses a conceptual framework for the ideal public policy communication initiatives and highlights the apt communications vehicles for the illiterate, vulnerable and marginalized beneficiaries. Dr. Shriram Kadia is Canada based integrated marketing communications and digital marketing professional with more than 17 years of industry and academia experience. He holds a PhD in Management, and his research and teaching interests revolve around marketing communications, digital marketing, rural marketing, public policy, and rural development. Dr. Kadia has taught graduate and undergraduate level courses at reputed universities and colleges across the world. Prior to joining academia, he worked with Dentsu and Ogilvy, taking care of branding, advertising, and digital marketing initiatives.

Includes bibliographical references and index.

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