Abstract

From Social Marketing to Societal Perversion: History of Hometown Tax in Japan

Highlights

  • Social expectations from marketing have increased in the recent past (Kotler and Lee 2006; 2009)

  • This paper considers social marketing from a critical perspective

  • This paper considers social marketing from a critical perspective, referring to the history of donation system named hometown tax in Japan

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Summary

Recommended Citation

Yuichiro and Mizukoshi, Kosuke (2018) "From Social Marketing to Societal Perversion: History of Hometown Tax in Japan," Markets, Globalization & Development Review: Vol 3: No 1, Article 3. This article is available in Markets, Globalization & Development Review: https://digitalcommons.uri.edu/mgdr/vol3/iss1/3

Introduction
Research Context and Methodology
Initial Intention of Hometown Tax
Rapid Diffusion of Donations through Competition
Social Marketing Research for Effective Interventions
Insights from the Social Marketing Perspective
Social Marketing Mechanism
Insights from the Critical and Macromarketing Perspective
Critical Thinking about Social Marketing
Japanese Context
Findings
Journal of
Full Text
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