Ethical and Social Marketing in Asia

1st Edition - February 16, 2015
Authors: Bang Nguyen, Chris Rowley
Language: English
Hardback ISBN:
9 7 8 - 0 - 0 8 - 1 0 0 0 9 7 - 7
eBook ISBN:
9 7 8 - 0 - 0 8 - 1 0 0 1 0 4 - 2

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 in… Read more

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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.

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

Bang Nguyen

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.

Affiliations and expertise

Associate Professor of Marketing, East China University of Science and Technology (ECUST), Shanghai, People's Republic of China.

Chris Rowley

Professor Chris Rowley is Professorial Fellow, Institute of Hallyu Convergence Research, Korea University, Korea, Adjunct Professor, Griffith Business School, Griffith University, Australia, Visiting Fellow, Institute of Asia and Pacific Studies, Nottingham University, UK and Professor, Cass Business School, City University, London, UK. He is Editor of the leading journal Asia Pacific Business Review, Series Editor of the Working in Asia and Asian Studies book series. He has given a range of talks and lectures to universities and companies internationally with research and consultancy experience with unions, business and government. Professor Rowley has published widely in the area of HRM and Asian business, with over 500 articles, books and chapters and practitioner pieces.

Affiliations and expertise

Professorial Fellow, Institute of Hallyu Convergence Research, Korea University, Korea Adjunct Professor, Griffith Business School, Griffith University, Australia, Visiting Fellow, Institute of Asia and Pacific Studies, Nottingham University, UK and Professor, Cass Business School, City University, London, UK

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Ethical and Social Marketing in Asia

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Bang Nguyen

Chris Rowley