14 - Conclusion to ethical and social marketing in Asia: Incorporating fairness management?

Abstract

We detailed ethical marketing, social marketing and fairness management practices across and between a diverse set of 14 Asia economies in three clusters across North East, South East and South Asia. We revealed that such practices can generate benefits for all stakeholders. Focusing on morality, justice and social well-being ensures the better use of marketing tools and techniques. However, care must be taken when implementing such practices in Asia, as pitfalls can create dangers to management, such as creating perceptions of discrimination and unfairness. In this final chapter we explore the managerial implications of our book. We aim to contribute to more ethically and socially responsible marketing and fairer management practices in the hope of improving the well-being of both customers and society alike, and better, more contextually grounded and management practice more generally.