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The PCRA: Social Marketing Campaign for Petroleum Conservation
Sabita Mahapatra; Rajesh SharmaCase IVEY-9B16A023-EMarketing, StrategyIn 2014, the executive director (ED) of India’s Petroleum Conservation Research Association needed to prepare the next phase of the association’s marketing campaign and media plan, which aimed to promote long-lasting and responsive energy-saving behaviours among India’s petroleum users. The ED was eager to incorporate new media into this marketing campaign but knew that the various segments of the diverse and broad target audience had different m...Starting at €8.20