Ethical and Social Marketing in Asia 1st Edition by Bang Nguyen, Chris Rowley ISBN 9780081001042 0081001045
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ISBN 10: 0081001045
ISBN 13: 9780081001042
Author: Bang Nguyen, Chris Rowley
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.
Ethical and Social Marketing in Asia 1st Edition Table of contents:
1. Introduction to ethical and social marketing in Asia: Incorporating fairness management
Introduction
Overview
Coverage
Content
Conclusion
References
Appendix A Brief Overview of the 14 Countries
Part One: Ethical Marketing
2. Ethical marketing: China, Taiwan, Japan and South Korea
Introduction
Route map: ethical marketing: China, Taiwan, Japan and South Korea
The state of art in ethical marketing: China, Taiwan, Japan and South Korea
New research directions
Practising ethical marketing: China, Taiwan, Japan and South Korea
Practice case study
Further investigation
References
Further reading
3. Ethical marketing: Singapore, Malaysia and Thailand
Introduction
Route map
The state of the art in ethical marketing: Singapore, Malaysia and Thailand
Conclusion
New research directions
Practising ethical marketing in Singapore, Malaysia and Thailand
Practice case study
Further investigation
References
4. Ethical marketing: India, Pakistan and Bangladesh
Introduction
The state of the art in ethical marketing: India, Pakistan and Bangladesh (IPB)
Ethics from the perspective of Hinduism and Islam
Framework for understanding ethical marketing in India, Pakistan and Bangladesh
Ethical marketing in India, Pakistan and Bangladesh
Critical issues in ethics in marketing in India, Pakistan and Bangladesh
New research directions
Implications for practising marketing in India, Pakistan and Bangladesh
References
5. Ethical marketing in Vietnam, Cambodia, the Philippines and Indonesia
Introduction
Route map: ethical marketing – Vietnam, Cambodia, the Philippines and Indonesia
The state of art in ethical marketing: Vietnam, Cambodia, the Philippines and Indonesia
New research directions
Practising ethical marketing: Vietnam, Cambodia, the Philippines and Indonesia
Practice case study
References
Part Two: Social Marketing
6. Social marketing in China, Taiwan, Japan and South Korea
Introduction
The state of the art in social marketing in China, Japan and South Korea
New research directions
Practising social marketing in China, Japan and South Korea
Practice case study
Further investigation
References
7. Social marketing: Singapore, Malaysia and Thailand
Introduction
What is social marketing?
Benchmark criteria for social marketing
Conclusion
References
8. Social marketing: India, Pakistan and Bangladesh
Introduction
Route map: social marketing: India, Pakistan and Bangladesh
The state of the art in social marketing: India, Pakistan and Bangladesh
New research directions
Practising social marketing: IIM contraceptive social marketing campaign proposal in India
Practice case study: the BlueStar Programme
Further investigation
References
9. Social marketing: Cambodia, Indonesia, the Philippines and Vietnam
Introduction
Route map: social marketing in Cambodia, Indonesia, the Philippines and Vietnam
The state of the art in social marketing in Cambodia, Indonesia, the Philippines and Vietnam
New research directions
Practising social marketing in Cambodia, Indonesia, the Philippines and Vietnam
Practice case study: helmets and beyond: the Asia Injury Prevention Foundation in Vietnam
Further investigation
Conclusion
References
Further reading
Part Three: Fairness Management
10. Fairness management: China, Taiwan, Japan and South Korea
Introduction
Current research in fairness management in China, Taiwan, Japan and South Korea
New research directions
Practising marketing in China, Taiwan, Japan and South Korea
Practice case study
Further investigation
References
11. Fairness management: Singapore, Malaysia and Thailand
Introduction
Route map – fairness management: Singapore, Malaysia and Thailand
The state of the art in fairness management: the CRM paradox
New research directions
Practising marketing
Practice mini cases
References
12. Fairness management: India, Pakistan and Bangladesh
Introduction
Route map – fairness management: India, Pakistan and Bangladesh
The state of the art in fairness management: a brand fairness perspective
New research directions
Practice case study
References
Further reading
13. Fairness management: Vietnam, Cambodia, the Philippines and Indonesia
Introduction
Route map: fairness management – Vietnam, Cambodia, the Philippines and Indonesia
The state of the art in fairness management
New research directions
Practice case study
References
Part Four: Conclusion
14. Conclusion to ethical and social marketing in Asia: Incorporating fairness management?
Introduction
Managerial implications in Asia
Conclusion
References
Index
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Bang Nguyen,Chris Rowley,Ethical,Social Marketing,Asia