Michael Segon

Ethical marketing in Vietnam, Cambodia, the Philippines and Indonesia

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.