This book is based on detailed empirical research conducted to analyse the communication dissemination approach applied to the worlds 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 theglobal 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.
Chapter I: Influence of IMC on Contemporary Communication Dissemination.- Chapter II: Integration of IMC and Public Policy: A Historical Overview.- Chapter III: IMCs Influence on Public Policy Schemes in India.- Chapter IV: MGNREGA: The Worlds Largest Employment Guarantee Program.- Chapter V: Role of IMC in MGNREGAs Communication Dissemination.- Chapter VI: IMCs Influence on Social Protection Programs of Developing Nations and Futuristic Perspectives.
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 rel£‘
![Integrated Marketing Communications for Public Policy: Perspectives from the Worlds Largest Employment Guarantee Program MGNREGA [Hardcover]](/itemImage/2/9/3/4/2_5299534.jpg "Integrated Marketing Communications for Public Policy: Perspectives from the Worlds Largest Employment Guarantee Program MGNREGA [Hardcover]")