Books > Business & Economics > Business & management > Business ethics
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Ethical and Social Marketing in Asia (Hardcover)
Loot Price: R2,562
Discovery Miles 25 620
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Ethical and Social Marketing in Asia (Hardcover)
Series: Chandos Asian Studies Series
Expected to ship within 12 - 17 working days
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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.
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