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Marketing to foster development in the Global South

Nathaly Aya Pastrana · Khai Trieu Tran · Irma Martam

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Innovation and Socioeconomic Development Corporate Social Responsibility and Sustainability Development, Ethics, and Society

Abstract

Employing the views and experiences of marketing researchers and practitioners from different regions of the Global South, this chapter examines marketing in the Global South and its impacts on international development. The chapter presents conceptualizations of the Global South and international development concerning marketing and society, highlighting that the term Global South denotes a redistribution of power and emancipation. Then, the chapter examines the positive and negative impacts of the application of marketing within markets of the Global South across the three dimensions of sustainable development: Economic development, social development, and environmental impact. This chapter also discusses reflections and future research directions.

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