Book Description

The present book is an attempt to touch on one of the most neglected and talked aspects of a significant portion of the population (the most vulnerable tribals of MP) and also what can be done to build the image of these tribal groups. One of the authors has done significant research work in the field by visiting the actual places of residence of the tribal groups under study and has extensively interviewed them. As both the authors are from the management stream a new perspective is presented in the book. Till now this was the domain of the sociologists and the anthropologists, but the management perspective will help the readers to view things differently. The book is divided into six chapters. The first chapter titled “Image building and understanding the tribes is an introduction to both the tribes as well as what all comprises image building. This chapter is basically for those readers who are not acquainted with the tribal groups and what is meant by the terminology like most vulnerable groups. The chapter also introduces what image building means. Chapter two is more about the reports and the works done by the other scholars so that the readers know what other scholars view about the present topic and also the authors have developed their research and the findings based on the work of the scholars of the field. Chapters three and four comprise the crux of our work. These two chapters will help the readers to get an understanding of the culture, living styles, and every aspect of the life of these MVTGs. A comparative study will help the readers to know that though all the three groups are from MP still many differences are there among the three groups and the management of their everyday living and image building will be decided based on these differences. Forest, agriculture, migration, education, culture, dance, house structure, tattoo, worship, food, etc. are some of the aspects which are dealt with and all the three groups are compared on these features. Chapter five deals with the image-building aspects with the background of all the marketing concepts required to make the image of these tribes as required and what can be done to enhance the image. For the readers having no background in management, the chapter is such planned that they get an idea about the basic terminology of promotion and image building. Chapter six comprises what we feel as researchers and some of the suggestions from our side based on the four years of exhaustive work we have done. These suggestions can help the MVTGs to get what they want (not using the term “including in mainstream”). So, we conclude that this book can be an effort to start the debate from a very new perspective.