Conference paper
Courtesy and kindness: Social marketing and cultural control in Singapore
37th Macromarketing Conference: Sustainable Development of Markets and Marketing Systems in a Globalized World (Berlin, Germany, 13/06/2012–14/06/2012)
2012
Abstract
This paper critically examines how the Singapore government has used social marketing campaigns espousing courtesy and kindness to mold the young nation’s culture. Following a brief overview of state-sponsored social marketing, the paper draws from both primary data sources and the secondary literature to investigate the Singapore campaigns in terms of: 1) the unique political, social, and cultural environments that motivated them; 2) the themes, slogans, and visual representations used in their executions; and 3) the level of success they achieved in instilling and reinforcing a variety of positive interpersonal behaviors. Implications for macromarketing ethics, theory, and policy are discussed.
Details
- Title
- Courtesy and kindness: Social marketing and cultural control in Singapore
- Authors/Creators
- T. Witkowski (Author/Creator)K. Yap (Author/Creator)
- Conference
- 37th Macromarketing Conference: Sustainable Development of Markets and Marketing Systems in a Globalized World (Berlin, Germany, 13/06/2012–14/06/2012)
- Identifiers
- 991005542885707891
- Murdoch Affiliation
- Murdoch University
- Language
- English
- Resource Type
- Conference paper
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