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Social marketing is the systematic application of marketing to achieve changed behavioral goals for a social good among the high risk population. In India the community of truckers is vulnerable to HIV/AIDS due to higher prevalence of risky sexual behaviour, which results from a variety of social and economic factors as well as their work patterns. Reportedly, close to 36% of truckers are clients of sex workers and 25-30% of clients appear to be truckers.Measuring the effectiveness of social marketing the effective factors were measured and reflected among selected mass medias through this book Effectiveness of social marketing & Behavioural change . This will help the policy makers, implementer working on this field to develop strategies for preventing HIV/AIDS.

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Working with KIIT University in Rural Management School for last four years. Experience of more than 12 years in Marketing and Social research projects. Masters in Management (Mkt and HR) and Ph.D. in Management. Worked with IMRB International in different research projects, dealing with Government, International and nationally reputed agencies.

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