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Special Issue on Vietnam: Journal of Macromarketing, 2012

Vietnam has a unique political economy with a marketing system shaped by geography, history, economics, politics, culture, and globalization. It is in many respects a living macromarketing laboratory. This special issue, the first in the Journal of Macromarketing focus on a single country, is intended to encourage marketing scientists and scholars from other disciplines to examine macromarketing dimensions of Vietnam. Articles published in the journal typically address the interplay of marketing and society. Authors have examined marketing systems, socioeconomic development, market transition, ethics and distributive justice, marketing history, globalization, market competition, consumer vulnerability, environmental degradation/renewal/sustainability, marketing efficiencies in allocating resources, consumer and societal well-being, and quality of life. These and other topics in a Vietnamese context offer promise for contribution to this special issue. Related research themes may include, but are not limited to: