Dahl, Stephan (2015) Social marketing in China, Taiwan, Japan and South Korea. In: Nguyen, Bang, and Rowley, Chris, (eds.) Ethical and Social Marketing in Asia. Chandos Publishing, Oxford, UK, pp. 117-130.

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Abstract

Chapter 6 will introduce social marketing as 'seeking to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and communities for the greater social good'. This chapter expands on the definition by examining how cultural factors influence social marketing practice and research, using the Framework for Cross-Cultural Social Marketing Research (Dahl, 2009). The chapter examines the difference in issues addressed by social marketing campaigns and message framing based on examples of social marketing campaigns and research in relation to China, Taiwan, Japan and South Korea.

Item ID:	44496
Item Type:	Book Chapter (Teaching Material)
ISBN:	978-0-08-100097-7
Keywords:	social marketing; cross-cultural social marketing research framework; China; Taiwan; Japan; South Korea
Date Deposited:	19 Sep 2017 22:26
Downloads:	Total: 2
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