Ethical and social marketing in Asia
Nguyen, Bang2015
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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.
Main title:
Ethical and social marketing in Asia / Bang Nguyen, Chris Rowley.
Author:
Imprint:
Oxford : Chandos Publishing, 2015.
Collation:
208 pages ; 23 cm
ISBN:
9780081000977 (hbk)
Language:
English
Subject:
BRN:
78719