This book attempts to explore possible uses of social marketing techniques in conflict resolution, with special reference to the Kashmir problem. Going deep into the historical and psychological contexts of the Kashmir problem, it discusses at length the concept of social marketing, its evolution, principles and its use as a management tool.

Presenting examples of successful uses of social marketing in places like Bosnia-Herzegovina, Kosovo, East Timor, Liberia and Chechnya, it suggests social marketing recommendations for the resolution of Kashmir problem, by way of changing the attitudes and perceptions of the people of India and Pakistan about the Kashmir issue.