In an unprecedented endeavor, this book attempts to marry two unrelated fields of Social Sciences and Business Management. The book is based on the idea that if any product or service can be marketed using latest marketing techniques for commercial gains, why can not similar techniques be used to resolve political conflicts for noble purpose of selling peace?
There have been attempts earlier to sell non-commercial ideas like campaigns for 'No Tobacco' , 'Vaccines' and 'Hygeine maintenance' but this book is the first attempt in direction of exploring possible uses of Social Marketing techniques in Conflict Resolution. Although it can be used for all the existing conflicts in the world but this book concentrates on Kashmir dispute as a case. First, the book discusses Kashmir's case, followed by an introduction to Social Marketing and then the reader is taken on an interesting academic journey to see if the latter can be useful in solution of the former. Since, there is no similar direct research done in the past, the book uses examples of traces of Social media marketing in places like Bosnia-Herzegovina, Kosovo, East Timor,Liberia and Chechnya to come up with the social Marketing recommedations for Kashmir's resolution. The author believes that this is the beginning of new field of study and is hopeful that researchers will build upon this research, so that his initiative becomes a subject in the curriculum of many courses like Conflict resolution, Marketing, Political science and many more. Interestingly, this book also empowers business students to talk about such conflicts, which was inconceivable till date. |
