1 - Introduction to ethical and social marketing in Asia: Incorporating fairness management

Abstract

There is growing interest in the ethical and social marketing approaches of companies among academics and practitioners alike. Ethical marketing is the application of ethics into the marketing process. Social marketing seeks to influence a target audience, not for the marketers’ benefit, but for the greater social good, such as the general society. In this chapter, we make and develop the links between ethical and social marketing with fairness management, which is associated with justice and morality. There is scant research on all these areas in Asia. By putting these concepts and practices in context, our book also provides insights and knowledge for general management. We outline the main themes, cases and sectors across the 14 economies we cover in North East, South East and South Asia, and each of the chapters.