Antibiotics Overuse and Self-Medication in India: a Social Marketing Framework

The study intends to make a contribution to the pressing public health issue of antibiotic resistance and misuse in India through a social marketing approach. Social marketing principles can be leveraged not only in creating awareness, but also in bringing about behavior change of key stakeholders involved in the antibiotic overuse issue.



Citation:

Vishakha Chauhan and Mahim Sagar (2018) ,"Antibiotics Overuse and Self-Medication in India: a Social Marketing Framework", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 76-76.

Authors

Vishakha Chauhan, Indian Institute of Technology Delhi, India
Mahim Sagar, Indian Institute of Technology Delhi, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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