Courtesy and kindness: Social marketing and cultural control in Singapore
Witkowski, T. and Yap, K.ORCID: 0000-0002-9901-2612
(2012)
Courtesy and kindness: Social marketing and cultural control in Singapore.
In: 37th Macromarketing Conference: Sustainable Development of Markets and Marketing Systems in a Globalized World, 13 - 14 June 2012, Berlin, Germany
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.
Item Type: | Conference Paper |
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Conference Website: | http://society.macromarketing.org/conference/ |
URI: | http://researchrepository.murdoch.edu.au/id/eprint/55311 |
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