A Macromarketing Perspective on Social Marketing: The Case of Family Planning in India

Macromarketing's concern with intended and unintended effects of social marketing is examined in this article by focusing on the marketing of family planning in India. It is argued that the traditional emphases on marketing transactions can also be adopted in social marketing; however, the processes by which transactions are maximized can be highly disruptive and socially dysfunctional. By adopting a macro-marketing perspective, social marketing programs can be designed which are compatible with individual as well as collective welfare and which are equitable in their impact on society.