Out Now: Ethical and Social Marketing in Asia Book


Available now is a new and really exciting book focusing on both ethical marketing as well as social marketing specifically in Asia, edited by Bang Nguyen and Chris Rowley.

The book is divided into two parts: The first part focuses on ethical marketing, e.g. the application of ethics into the marketing process, the second on social marketing, e.g. using marketing concepts to influence a target audience for the greater social good.

Reflecting the diversity of Asia, each part is then further subdivided into country/region specific chapters, ranging from ethical marketing in India, Pakistan and Bangladesh to social marketing Cambodia, the Philippines, Cambodia and Vietnam.


There is also chapter written by me in the book: The chapter looking at social marketing in China, Taiwan, Japan and South Korea, specifically focuses on the cross-cultural aspects of conducting social marketing in these countries. It does that by using the Framework for Cross-Cultural Social Marketing.

To get more information about the book, please take a look at the publisher’s website. Given the scarcity of material specifically looking at Asia, I’m sure it will be a seminal work in the area, highlighting much of the good work that is being done – and enabling researchers more easily to engage with this fascinating part of the earth.

CFP: Marketing and the LGBT Community

Call for Papers: “Marketing and the LGBT Community: Twenty Years On

Twenty years ago the Journal of Homosexuality published a seminal special issue looking at marketing and consumer behaviour amongst gay and lesbian consumers (published simultaneously as a book by Routledge). After two decades it is timely to publish a second special issue, focussing on the developments and advancements in marketing and consumer research and reflecting the changed socio-political environment of consumption behaviour of and marketing practices targeting LGBT individuals.

WJHMIn the ‘90s LGBT consumers emerged as an allegedly near mystical consumer group: educated, urban consumers with sophisticated taste, high disposable incomes and were generally regarded as opinion leaders for desirable consumer goods. Many welcomed targeting, and increased visibility, of the LGBT community as a sign of growing political and social acceptance and validation. However, commercialisation has also been contentious and critical voices warned about the influence it would have on the LGBT community. E.g. some academics feared commercial interests would result in “a privatized, depoliticized gay culture anchored in domesticity and consumption.” (Duggan, 2002).

Others have argued that since the 1990s, Western societies transited into a Post-Gay phase, where diverse sexual orientations are no longer relevant, and LGBT individuals have “moved beyond the gay-only ghetto (…) [and into] a world where we are free, equal and safe to live our lives” (Collard, 1998). Thus, traditional consumption spaces and practices linked to lesbian and gay consumers, such as gay neighbourhoods, have been claimed to have lost their meaning (Ghaziani, 2010), and gay consumers have been assimilated into the mainstream. Simultaneously, marketers have become more comfortable with displaying LGBT characters in mainstream marketing campaigns, and overtly supporting LGBT activities (such as pride parades).

It is evident that LGBT consumption behaviour and marketing towards, or involving LGBT consumers, has significantly changed since the 1990s, and has evolved into multifaceted behaviours, spheres and spaces.

This special issue aims to bring together currently fragmented and disparate strands of research, The aim of the special issue is to advance our knowledge of the multifaceted contemporary consumption practices and stimulate debate across disciplines about the effects of, among others, commercialised gay spaces, alternative consumption practices linked to LGBT identity construction, anti-consumerist behaviour in and marketization of LGBT spaces, assimilation of the “gay community”, pinkwashing and other relevant topics.

Anticipated themes cover a wide variety of different topic areas, and include, but are not restricted to:

  • Contemporary LGBT identity construction through consumption
  • Consumption practices, including anti-consumption movements linked to the wider LGBT context
  • Alternative forms of LGBT identity expression and diversity of the LGBT “community”
  • LGBT identity in marketing and corporate social reasonability campaigns
  • Acceptance, Assimilation and Discrimination in the market place
  • International and cross-cultural comparisons of LGBT consumption behaviour
  • Social Marketing and health-related marketing aimed at LGBT individuals
  • Influence of social media on LGBT consumption and identity

Completed articles, of 6000-8000 words should be submitted to the guest editor of the special issue, Stephan Dahl at s d @ d a h l . at (please remove spaces) by 1 December 2015. Manuscripts should follow APA Publication Manual, 6th edition, and the style guidelines of the journal available here. For any queries, please contact Stephan Dahl directly.

You can also download the CfP as a PDF here.

CFP: Ethical Dimensions of Medical/Pharmaceutical Marketing

Special Issue of Marketing Intelligence and Planning

Contributing to the dialogue between researchers and practitioners, this special issue of the journal focuses on the ethical dimensions of medical / pharmaceutical marketing in the Web 2.0 (and beyond) era which we believe is timely, given reflecting the growing concern in a number of areas.  For example, while direct-to-consumer advertising (DTCA) of prescription medication is only formally permitted in the USA and New Zealand, electronic forms of DTCA (e-DTCA) enables consumers from other countries to access DTC material, including advertisements and social media sites.  The inadequacy of current DTC regulatory provisions is recognised, but little research has been conducted on eDTCA’s actual effects on patient information seeking behaviours and interactions with health professionals and how any potential benefits can be maximised and potential harms minimised.

We welcome submissions of papers addressing the above issues, but also other aspects of pharmaceutical marketing such as , but not limited to:

  • Medical tourism
  • Over-the-counter medicine promotion
  • Complementary and alternative medicine promotion
  • Marketing of cosmetics with potentially harmful effects (e.g. skin lightening creams).

As well as the papers themselves, a medical practitioner in conjunction with an academic will write a final piece for the issue reflecting on the papers selected, providing a link between practice and rigorous academic research.

If you have any further questions, please do not hesitate to contact  the guest editors.

Submission deadline 30 June 2015

Publication of issue 2016

Submission to the issue is online – please see the author guidelines at www.emeraldinsight.com/mip.htm for full details on manuscript requirements and how to submit.

Lynne Eagle & Stephan Dahl

Gamify your resolutions!

gamifyWith almost two weeks into the new year… how are you doing with your New Year’s resolutions? OK, it’s probably not a nice question to ask, … if you are (to be honest with you) anything like me, you many may have abandoned them by now, not quite started yet – or are starting to serious struggle to find the motivation. If you are happily motivated – then this post isn’t for you – but if not, or you are struggling, maybe some tools used in social media marketing can help you a bit on the way…  Continue reading

MaM: My Stuff – Tavarataivas

Not obviously featuring marketing, Finnish movie My Stuff (Tavarataivas) is nevertheless worth mentioning in this series. The movie is reminiscent of a reverse-Super Size me in some ways: basically an experiment of how much “stuff” a person actually needs.

Film maker Petri Luukkainen bases the film on his concern that his existence becomes increasingly defined by his possessions (and thus the products he consumes). In this documentary cum self-finding mission he thus embarks on an experiment to find out how much stuff he actually needs. Continue reading

MaM: Czech Dream – Ceský sen

czech-dreamKicking off a new series of posts about Movies about Marketing, Consumption and related topics is this review of  the 2004 movie Czech Dream (Ceský sen) from the Czech Republic.

Ceský sen is a documentary about one of the biggest marketing stunts ever pulled: In 2003, two students from the Czech Film Academy and directors of the film devised a plan to market a new hypermarket – and make a film about how the marketing strategy unfolded. Of course, there is a catch to their idea: The advertised hypermarket, called “Czech Dream”, is actually nothing more than a meadow with a giant canvas – rather than the market filled with cheap goods and a dream-like shopping experience. Continue reading

Social Media Marketing – available now!

Social Media Marketing - Theories and ApplicationsMy new book, Social Media Marketing – Theories and Applications, is now officially available from your favourite book seller – including on your e-reader of choice…

As you might expect, the book isn’t another book showing you how to create yet another Facebook page by clicking here there and everywhere. Rather, the aim is to critically reflect how social media has become such a powerful force, where we are in terms of research explaining the phenomena associated with it – and in how far we can use existing theories to explain and guide future marketing campaigns using this dynamic environment.

The book is trying to approach social social media from four different “directions”: the actors, the platforms, the content and the context.

In the first part, actors, the book looks at consumer behaviour and marketer actions in a social media context – and how the two interact. The second part, platforms, takes a look at the development and merging of different platforms – and their social relevance and components. Having examined the why and where social media interactions occur, the third part of the book aims to bring together core concepts that make content “work” or successful on social media especially for social media marketers: This part debates persuasiveness, engagement – and the all important word of mouth, both on- and off-line. In the final part, the book focuses on the wider context of social media: From how to critically approach the data deluge that social media (and other online media!) produce when trying to measure the success of campaigns to ethical implications for marketers and researchers.

Throughout the book I have incorporated a number of examples from around the world: China, Canada, Sweden and Singapore are just some of the countries from which you can find examples of successful (and not so successful!) campaigns in the book. And the examples range from commercial campaigns run by multinational companies, such as American Express or Unilever, to non-commercial uses of social media (with examples from charities, human rights organisations and social marketing).

To find out more about the book, please head over to http://www.uk.sagepub.com/textbooks/Book241929 for more information, and even a sample chapter!
Or you can buy it directly from Sage – or check out Wikipedia – or ISBNs for some more sources. And if you are in London: there appears to be one copy available from Foyles in Charing Cross (check here)!

Happy Holidays…

xmasThere is no denying it any longer: Christmas is moving digital. From sending out wiggly elf cards  to catching up with your favourite Christmas specials on iPlayer: we are moving the celebrations online and extending them to all our contacts on Whatsapp or our followers on Twitter.

Even marketing success becomes virtual. Take a look at how the success of the various christmas adverts is measured: The Telegraph asks if the most successful Christmas ad is Sainsbury’s Christmas jumper ad – based on the times it has been viewed on YouTube.[1] Metro claimed that John Lewis’s advert lost the top spot based on Twitter reactions[2] – and Business Insider debates how Facebook is stealing the video-show from YouTube, and what that means for Christmas advertising[3]. Continue reading