TY  - BOOK
AU  - Kadia,Shriram
TI  - Integrated Marketing Communications for Public Policy: Perspectives from the World's Largest Employment Guarantee Program MGNREGA 
SN  - 9789811951183
U1  - 320.6 23
PY  - 2022///
CY  - Singapore
PB  - Springer Nature Singapore, Imprint: Palgrave Macmillan
KW  - Political planning
KW  - Economic development
KW  - Asia-Economic conditions
KW  - Communication in economic development
KW  - Communication in politics
KW  - Public Policy
KW  - Development Studies
KW  - Asian Economics
KW  - Development Communication
KW  - Political Communication
N1  - Chapter I: Influence of IMC on Contemporary Communication Dissemination -- Chapter II: Integration of IMC and Public Policy: A Historical Overview -- Chapter III: IMC's Influence on Public Policy Schemes in India -- Chapter IV: MGNREGA: The World's Largest Employment Guarantee Program -- Chapter V: Role of IMC in MGNREGA's Communication Dissemination -- Chapter VI: IMC's Influence on Social Protection Programs of Developing Nations and Futuristic Perspectives
N2  - 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
UR  - https://doi.org/10.1007/978-981-19-5118-3
ER  -