Improving the health and living conditions of rural people in developing countries and building their income earning capacity for a dignified life of self- reliance are the central concern of governments. The effort calls for enormous resources and expertise affording enough opportunity for the emergence of the voluntary sector, comprising non-government organizations, to bring in funds, expertise and commitment. Increasing role of the sector has also thrown up many issues and challenges concerning its usefulness. The book, based on an in-depth study of select NGOs in South India, covers several aspects - survey of the sector's role, relevance of marketing practices for social development, accountability issues, importance of relationships with stakeholders, performance measurement complexities, policy environment, success and failure cases and models. The Annex contains two practical tools - social marketing model of practices and a Rating Guide for NGOs. From specific experiences lessons are drawn for strengthening the sector so that it could contribute to development to the fullness of its potential. The book may be of practical use to NGOs, especially the smaller ones operating closer to communities and to policy makers, funding agencies and students of marketing. .."..... a timely focus on the issues and challenges presently confronted by the Voluntary Sector in developing countries. Critical issues addressed with remarkable clarity and directness. ................. commend it to NGOs, policy makers and funding agencies ....." Jose V. Machado Former FAO Senior Officer and Regional Officer for Africa With meticulous research and convincing examples the author urges the NGO sector to employ social marketing practices to enhance the impact of rural development programs. She has highlighted critical issues that the sector has to resolve to prove worthy of its role in developing economies. The book is most timely. T S Nagarajan Retired Managing Director, Brooke Bond India Ltd."