Indian Marketing Summit Focuses on NGOs in Emerging Markets This Year

March 5, 2012 - PRLog -- The sixth edition of the annual marketing event will be held on April 27-28, 2012 at India International Centre, New Delhi. Academy of Indian Marketing (AIM), The American Marketing Association (AMA) and The Birla Institute of Management Technology (BIMTECH), are jointly organizing this marketing event of great contemporary significance. The theme of the Summit is “Marketing for Not for Profit Organizations in Emerging Markets”.

Dr. Jagdish Sheth, Founder, AIM, is the Chief Mentor of the Indian Marketing Summit 2012 and Mr. Dennis L. Dunlap, Chief Executive Officer of AMA, is the Summit Chair at the event.

Marketing, in simple terms, is selling something for a profit. But when we talk about Not for Profit Organizations, which are better known as Non-Government Organizations (NGOs) in the Indian scenario, marketing receives the least
priority among typical business functions.

In India, where ‘selflessness’ is considered the core value of NGOs, there has been great respect for the sector owing to the association of Mahatma Gandhi with the principle of trusteeship. In independent India, initially, this sector attempted to fill the gap in development left by government.

The global economy concept necessitates the need of modern business practices to apply to NGOs as well, and the process is evolving. The tendency to involve a professional approach in all business domains and applying management theorems to business functions has resulted in Not for Profit Organizations moving from a philanthropic or charitable culture to the concept of a socially responsible business.

The summit comprises six power-packed sessions on different areas of Marketing in the context of NGOs in India. The first session on the first day is entitled ‘From Non Profit Organizations to Non Profit Marketing’. This session would highlight the strategies that such organizations should follow for better marketing of themselves to get funding as well as generate revenues.

The second session will look into the opportunities and challenges being faced by such organizations. The topic of the session is ‘Challenges and Opportunities for Impacting Society: Philanthropy to Impact investment’.

The third Session, entitled ‘Profits for Non Profits: Find a Corporate Partner’, will teach Not for Profit managers how to follow the path to sustainability through partnering Corporates.

The second day will commence with a session entitled ‘Social Marketing as a Catalyst for Development in Emerging markets’. This session will discuss how Social Marketing seeks to influence social behaviors, in such a manner as to not only benefit the marketer, but also the society at large.

‘Emerging Digital Tools for Not for Profit Marketing’ will be the topic for the second session and will focus on effective, low cost marketing tools having deep penetration and wide reach.

The third session of the second day of the Summit will discuss ‘Social Entrepreneurship in Emerging Markets’ and will highlight successful Social Entrepreneurship models through the medium of real life success stories.

The summit has been lined up to witness eminent speakers, both National and International, and delegates from the world of marketing, the corporate sector and Not for Profit Organizations.

Academy of Indian Marketing:

AIM, an apex body of all top B – Schools of India, is Co-founded by eminent marketing guru Dr. Jagdish N. Sheth along with Prof. S. Neelamegham, Dr. V. Kumar and Rajeev Karwal, primarily to facilitate doctoral research and faculty development programs in the area of marketing in emerging markets.

The American Marketing Association:

AMA is a professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Mr. Dennis L. Dunlap is their current CEO.

The Birla Institute of Management Technology:

BIMTECH is supported by the B.K. Birla group of companies. Dr. (Smt.) Sarala Birla is Chairperson of the Birla Academy. The Institute has an eminent Board of Governors mostly drawn from the top echelons of industry.