Purpose

This study aims to summarize the important contextual influences East Asian philosophy may have on marketing strategy and consumerism.

Design/methodology/approach

A qualitative approach is used to deconstruct (1) the literature on marketing as a contextual discipline, (2) East Asian philosophical underpinnings and their personal and institutional manifestations in East Asian marketing contexts, and (3) the implications for non-East Asian marketers. This essay includes a brief introduction to the manuscripts in this special issue.

Findings

Ancient philosophical wisdom shared by East Asian societies can shed light on how marketing activities and consumer behavior intertwine within East Asia and beyond. Three ancient philosophies (i.e. Confucianism, Taoism, Buddhism) heavily influence East Asian societies through personal and institutional-level cultural manifestations in marketing contexts.

Research limitations/implications

Although the three discussed East Asian philosophical schools are not exhaustive, they lay a foundation for future discussions about how alternative marketing-related theories and frameworks may complement ones grounded in western historical and cultural contexts.

Originality/value

This essay initiates an overdue academic discussion about relying on non-western historical and cultural contexts to globalize the marketing discipline further.

中文翻译：

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语境对营销和消费主义的影响：东亚视角

目的

本研究旨在总结东亚哲学可能对营销策略和消费主义产生的重要背景影响。

设计/方法/方法

定性方法用于解构 (1) 作为上下文学科的营销文献，(2) 东亚哲学基础及其在东亚营销上下文中的个人和制度表现，以及 (3) 对非东亚营销人员的影响. 本文包括对本期特刊中手稿的简要介绍。

发现

东亚社会共享的古老哲学智慧可以阐明营销活动和消费者行为如何在东亚内外相互交织。三种古老的哲学（即儒教、道教、佛教）通过营销环境中的个人和制度层面的文化表现形式对东亚社会产生了重大影响。

研究限制/影响

尽管所讨论的三个东亚哲学流派并不详尽，但它们为未来关于替代营销相关理论和框架如何补充以西方历史和文化背景为基础的理论和框架的讨论奠定了基础。

原创性/价值

本文发起了一场迟来的学术讨论，即依靠非西方的历史和文化背景来进一步全球化营销学科。