Marketing to foster development in the Global South

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This is a chapter of “The Routledge Companion to Marketing and Society” (access here), focused on the impacts, positive and negative, of marketing in society. This chapter focuses on the use of marketing to foster the development of global south countries across the three sustainable development dimensions: economic, social, and environmental. The chapter provides a contextualization of the global south and international development and highlights the shared and diverse historical, colonial, social, economic, environmental, and political characteristics of global south countries. In doing this, the chapter underlines that each country should determine its own pathway toward development based on its own needs and realities.

Using practical examples, this chapter illustrates different uses of marketing and their impact on development. For example, in the economic dimension, marketing has helped to attract foreign investors and consumers through tourism in countries such as Thailand; as for the social impact of marketing, it has helped to distribute products, services, and innovations for the benefit of Public Health; concerning the environmental impact, the lack of regulations often facilitates the adoption of questionable practices by national and foreign corporations that make consumers more vulnerable. However, it is important to consider that international cooperation to foster development could serve as a facilitator of environmental protection processes in the global south.

Authors: Nathaly Aya Pastrana, Khai Trieu Tran, Irma Martam.

Book: The Routledge Companion to Marketing and Society

Year of publication: 2022

Recommended reference: Aya Pastrana, N., Tran, K. T., & Martam, I. (2022). Marketing to foster development in the Global South. In K. Kubacki, L. Parker, C. Domegan, & Linda Brennan (Eds.), The Routledge Companion to Marketing and Society. Taylor & Francis.

Keywords: social marketing, gender, social programs

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Stephanie Aya Pastrana, MSc
Adherent Member


Stephanie is an architect from the Pontificia Universidad Javeriana Cali with a master’s degree in Urban Strategies and Design from the University of Edinburgh. She has professional experience in the design and development of architectural projects of different scales, also developing research projects related to the quality of public spaces in Cali (Colombia) and sustainable construction. She currently works as a consultant and full-time professor at the Faculty of Creation and Habitat of the Pontificia Universidad Javeriana Cali.