亚洲社会营销综述

IF 2.3 Q3 BUSINESS
Bo Pang, S. Deshpande, Tuyet-Mai Nguyen, Jeawon Kim, Yara Almosa, Amna Arif, D. Arli, Marat Bakpayev, B. Erdogan, Haruka Fujihira, H. Gallage, M. Kadir, Derek Ong Lai Teik, Patama Satawedin, N. Weinreich, Murooj Yousef
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引用次数: 3

摘要

背景社会营销在亚洲被用于解决各种社会问题(Deshpande&Lee(2013)。然而,我们对亚洲国家的社会营销意识、适应能力和成就的了解是有限的。文章的重点亚洲社会营销发展的历史概述。对社会营销领域的重要性本文是首次尝试将亚洲的社会营销理论与实践相结合,以了解其优势和劣势,并提出建议,以提高社会营销计划设计、实施和评估的采用率和有效性,从而产生社会和行为变化。设计/方法论/方法代表18个亚洲国家的作者在英语和当地语言文献中寻找社会营销的增长和趋势、概念发展、社会问题和解决方案以及有效性。本文通过突出举措的例子来描述主题。调查结果我们的分析揭示了亚洲广泛的社会营销实践,传统上侧重于管理人口过剩和预防传染病,最近还侧重于非传染病和气候行动。这种做法还显示出与政策的紧密结合、对政府部门的过度依赖、缺乏强有力的研究、理论、文件、培训和社区参与,以及文化因素和理解该术语的混乱带来的挑战。研究或实践建议该研究建议成立亚洲社会营销协会和亚洲社会营销研究所,采用全面市场方法,改进文件,澄清社会营销的界限,通过接受研究、让受益社区参与进来以及向他人学习来提高战略的有效性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
A Critical Overview of Social Marketing in Asia
Background Social marketing has been used in Asia to combat various social issues (Deshpande & Lee (2013). However, our understanding of social marketing awareness, adaptation, and achievement in Asian countries is limited. The focus of the Article An historical overview of social marketing developments in Asia. Importance to the Social Marketing Field This paper is one of the first attempts to integrate social marketing theory and practice in Asia to understand its strengths and weaknesses and to provide a recommendation to enhance the adoption and effectiveness of social marketing program design, implementation, and evaluation to generate social and behavioral change. Design/methodology/approach The authors representing 18 Asian countries searched for social marketing growth and trends in prominence, conceptual developments, social issues and solutions, and effectiveness in English and local language literature. This paper describes themes by highlighting examples of initiatives. Findings Our analysis reveals a broad spectrum of social marketing practices in Asia, focusing traditionally on managing overpopulation and preventing communicable diseases and, more recently, non-communicable diseases and climate action. The practice also revealed close integration with policies, overreliance on the government sector, lack of robust research studies, theorizing, documentation, training, and community involvement, and challenges presented by cultural factors and the confusion of understanding the term. Recommendations for research or practice The study recommends establishing the Asian Social Marketing Association and Asian Social Marketing Institute, adopt a Total Market Approach, improve documentation, clarify the boundaries of social marketing, enhance the effectiveness of strategies by embracing research, involving the beneficiary communities, and by learning from others.
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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