Societal Marketing at Prathama Blood Centre: Myth or Reality?

ACRM Journal for Business and Management Research (AJBMR), Vol. 2, No. 2, September 2007.

23 Pages Posted: 9 Apr 2012 Last revised: 10 Apr 2012

See all articles by Abhinava Singh

Abhinava Singh

Chimanbhai Patel Institute of Management & Research; CPIMR

Siddharth G. Das

L. J. Institute of Computer Applications

Date Written: March 21, 2007

Abstract

This paper is an attempt to highlight the current state of blood banking in the country with a focus on the activities of Prathama blood centre, India’s biggest & most modern blood bank. We studied peoples’ perceptions about the process of blood donation, blood banks and in particular Prathama blood bank. As part of our research, we met the top management team at Prathama and few people associated with other blood banks. We investigated the Societal Marketing activities carried out by Prathama blood bank and compared them with the perceptions of our respondents to elucidate the current brand image of Prathama.

Keywords: blood banking, blood donation, societal marketing, Prathama Blood Centre

Suggested Citation

Singh, Abhinava and Singh, Abhinava and Das, Siddharth, Societal Marketing at Prathama Blood Centre: Myth or Reality? (March 21, 2007). ACRM Journal for Business and Management Research (AJBMR), Vol. 2, No. 2, September 2007., Available at SSRN: https://ssrn.com/abstract=2036795

Abhinava Singh (Contact Author)

Chimanbhai Patel Institute of Management & Research ( email )

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CPIMR ( email )

Ahmedabad
India

Siddharth Das

L. J. Institute of Computer Applications ( email )

L. J. Campus
S. G. Highway
Ahmedabad, Gujarat 382210
India

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