Ethical and Social Marketing in Asia
(Sprache: Englisch)
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...
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Klappentext zu „Ethical and Social Marketing in Asia “
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.
Inhaltsverzeichnis zu „Ethical and Social Marketing in Asia “
1. Introduction to ethical and social marketing in Asia: Incorporating fairness management Part One: Ethical Marketing 2. Ethical marketing: China, Taiwan, Japan and South Korea 3. Ethical marketing: Singapore, Malaysia and Thailand 4. Ethical marketing: India, Pakistan and Bangladesh 5. Ethical marketing in Vietnam, Cambodia, the Philippines and IndonesiaPart Two: Social Marketing 6. Social marketing in China, Taiwan, Japan and South Korea 7. Social marketing: Singapore, Malaysia and Thailand 8. Social marketing: India, Pakistan and Bangladesh 9. Social marketing: Cambodia, Indonesia, the Philippines and Vietnam Part Three: Fairness Management 10. Fairness management: China, Taiwan, Japan and South Korea 11. Fairness management: Singapore, Malaysia and Thailand 12. Fairness management: India, Pakistan and Bangladesh 13. Fairness management: Vietnam, Cambodia, the Philippines and IndonesiaPart Four: Conclusion 14. Conclusion to ethical and social marketing in Asia: Incorporating fairness management?
Autoren-Porträt von Bang Nguyen, Chris Rowley
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 and brand development for SMEs and start-up, and has extensive knowledge in service organizations (consumer products/services). He has published widely in journals and has published in more than 70 peer reviewed scientific articles and books, as well as presented at national and international conferences. His research interests include customer relationship management, services marketing, consumer behaviour, branding and social marketing.
Bibliographische Angaben
- Autoren: Bang Nguyen , Chris Rowley
- 2015, Maße: 16,5 x 24,7 cm, Gebunden, Englisch
- Verlag: Chandos Publishing
- ISBN-10: 0081000979
- ISBN-13: 9780081000977
- Erscheinungsdatum: 19.02.2015
Sprache:
Englisch
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