Ethical marketing in Vietnam, Cambodia, the Philippines and Indonesia

Jeremy Pearce, Mattia Miani, Michael Segon, Bang Nguyen

Research output: Chapter in Book/Conference proceedingBook Chapterpeer-review

2 Citations (Scopus)


The goal of this chapter is to look at the mounting interest in marketing ethics by government regulators, marketing and communication professionals, and the general public in Vietnam, Cambodia, the Philippines and Indonesia. Examples and cases will be drawn from these interesting and diverse South East Asian countries. We develop a conceptual framework linking both theory and practice, with diverse topics such as responsible decision-making, duties of a marketing professional, regulation and public discourse on marketing ethics. The framework thus allows us to capture a range of potential topics likely to influence both marketing practitioners and policymakers.

Original languageEnglish
Title of host publicationEthical and Social Marketing in Asia
Subtitle of host publicationIncorporating Fairness Management
PublisherElsevier Ltd.
Number of pages20
ISBN (Electronic)9780081001042
ISBN (Print)9780081000977
Publication statusPublished - 19 Feb 2015


  • Cambodia
  • Ethical marketing
  • Indonesia
  • Professionalisation
  • Public discourse
  • State regulation
  • The Philippines
  • Vietnam

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (all)
  • Business, Management and Accounting (all)


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