Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/1169
Title: Marketing, yes, creative marketing of special bearer bonds
Authors: Mehta, Subhash C.
Bhatt, Udayan
Keywords: creative marketing;Bonds
Issue Date: 14-Mar-2010
Series/Report no.: WP;1981/347
Abstract: The paper examines the marketing tasks involved in case full potential of the special bearer bonds which is being introduced by the Government of India to mop up undeclared money that is accumulated in the economy. The paper examines the major attributes of the scheme and relates these to the market segments to which it is directed at. It then analyses the expected behaviour of the market segment, their specific needs in terms of information, distribution and then develops an overall marketing programme which would help in tapping adequate share of the unaccounted money through this scheme. The paper also examines the side effects of the scheme on the general public who have been paying their taxes honestly and recommends appropriate marketing actions to reduce the extend of these side effects.
URI: http://hdl.handle.net/11718/1169
Appears in Collections:Working Papers

Files in This Item:
File Description SizeFormat 
WP 1981_347.pdf366.09 kBAdobe PDFView/Open


Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.