Ethical And Social Marketing In Asia

Hardcover | February 19, 2015

byBang Nguyen, Chris RowleyEditorBang Nguyen

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There is a growing interest in firms adoption of ethical and social marketing approaches among academics and practitioners alike. Ethical Marketing is the application of ethics into the marketing process, and Social Marketing is a concept that seeks to influence a target audience for the greater social good. Ethical and Social Marketing in Asia examines this so-far unexplored area, investigating why differing cultures and consumption behaviours require different emphasis in different markets. The diversity of the Asian countries provides a perplexing environment to the development and management of ethical and social marketing. The belief that bottom line profits is enough for a company, is often not favourably viewed by Asian countries emphasising collective, social and long term benefits for the people and country. Due to these interesting characteristics and complexities, the study of ethical and social marketing in Asia is a timely topic. The first chapters introduce Ethical Marketing in Asia, followed by case studies of how the approach is used across 14 diverse economies, geographically based on clusters ; North East, China, Taiwan, Japan, South Korea , South East Singapore, Malaysia, Thailand, Vietnam, Cambodia, the Philippines, Indonesia and South Asia India, Pakistan, Bangladesh . The second part discusses Social Marketing using the same sequence of regions and economies and the third part explores the unique link to Fairness Management in Asia, followed by a conclusion. explores the nature of ethical and social marketing from an Asian perspective discusses current ethical and social marketing researches and practices in different areas, industries, commercial and non-commercial sectors serves as an invaluable resource for marketing academics and practitioners requiring more than anecdotal evidence of different ethical and social marketing applications compares and contrasts unethical situations covering important aspects related to ethics, society and fairness includes an interesting mix of theory, research findings and practices

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There is a growing interest in firms adoption of ethical and social marketing approaches among academics and practitioners alike. Ethical Marketing is the application of ethics into the marketing process, and Social Marketing is a concept that seeks to influence a target audience for the greater social good. Ethical and Social Marketin...

Bang Nguyen, PhD, is Associate Professor of Marketing at East China University of Science and Technology (ECUST), Shanghai, China. Previously, he held faculty positions at Oxford Brookes University and RMIT International University Vietnam and was a Visiting Scholar at CEIBS. Bang is an experienced consultant and advises on marketing a...

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Format:HardcoverDimensions:342 pages, 9.41 × 7.24 × 0.98 inPublished:February 19, 2015Publisher:Woodhead PublishingLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0081000979

ISBN - 13:9780081000977

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Table of Contents

Introduction to ethical and social marketing in Asia: Incorporating fairness management

Part One: Ethical Marketing

  • Ethical marketing: China, Taiwan, Japan and South Korea

Ruizhi Yuan, Martin J. Liu and Jianchang Liu

  • Ethical marketing: Singapore, Malaysia and Thailand

Bang Nguyen, Cheng-Hao Steve Chen, Meng-Shan Sharon Wu and T.C. Melewar

  • Ethical marketing: India, Pakistan and Bangladesh

Mithileshwar Jha

  • 5 Ethical marketing in Vietnam, Cambodia, the Philippines

and Indonesia

Jeremy Pearce, Mattia Miani, Michael Segon and Bang Nguyen

Part Two Social Marketing

  • Social marketing in China, Taiwan, Japan and South Korea

Stephan Dahl

  • 7 Social marketing: Singapore, Malaysia and Thailand

Sharyn Rundle-Thiele

  • 8 Social marketing: India, Pakistan and Bangladesh

Dilip S. Mutum, Ezlika Ghazali and Anvita Kumar

  • 9 Social marketing: Cambodia, Indonesia, the Philippines and Vietnam

Lukas Parker, Linda Brennan and Dang Nguyen

Part Three Fairness Management

  • Fairness management: China, Taiwan, Japan and South Korea

Nikki Lee-Wingate

  • 11 Fairness management: Singapore, Malaysia and Thailand

Bang Nguyen, Lyndon Simkin and'S F Syed Alwi

  • 12 Fairness management: India, Pakistan and Bangladesh

Bang Nguyen, Lyndon Simkin and Sanjit Kumar Roy

  • 13 Fairness management: Vietnam, Cambodia, the Philippines and

Indonesia

Allen Yu and Bang Nguyen

Part Four Conclusion

  • 14 Conclusion to ethical and social marketing in Asia: incorporating

fairness management?

Bang Nguyen and Chris Rowley