SOCIAL MARKETING - A CONCEPTUAL FRAMEWORK
Marketing is a social science for promotion of goods and services in the 21st century. However, there is a drastic change in the concept and practice of marketing during the last two centuries. Prior to the World War II,“Marketing was a far simpler subject. Consumer marketing largely operated on mass marketing principles and business marketing primarily concerned itself with how to build the best sales force.” (Kotler Philip,”Marketing Management”, Prentice Hall of India, New Delhi, 2002, pp-25) (28). However, this approach has considerably changed in the recent times. New modes of marketing have emerged in the world. Social Marketing is one of the challenging areas in the modern time.