Social Marketing: Singapore, Malaysia and Thailand
Author(s)
Rundle-Thiele, S
Griffith University Author(s)
Year published
2015
Metadata
Show full item recordAbstract
Social marketing is increasingly being used by governments and organisations to address a broad range of social and health problems. This chapter starts by defining social marketing and outlining the key benchmark criteria used by practising social marketers. The chapter highlights social marketing as a means to change voluntary behaviour in individuals and to influence policy. Case study examples are included throughout to provide examples of how practising social marketers are changing behaviour for the better in Singapore, Thailand and Malaysia.Social marketing is increasingly being used by governments and organisations to address a broad range of social and health problems. This chapter starts by defining social marketing and outlining the key benchmark criteria used by practising social marketers. The chapter highlights social marketing as a means to change voluntary behaviour in individuals and to influence policy. Case study examples are included throughout to provide examples of how practising social marketers are changing behaviour for the better in Singapore, Thailand and Malaysia.
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Book Title
Ethical and Social Marketing in Asia
Subject
Marketing not elsewhere classified