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- W3084806711 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." @default.
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- W3084806711 date "2012-01-01" @default.
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- W3084806711 title "Courtesy and kindness: Social marketing and cultural control in Singapore" @default.
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