Introduction to ethical and social marketing in Asia

Incorporating fairness management

Bang Nguyen*, Chris Rowley

*Kontaktforfatter for dette arbejde

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingForord/efterskriftForskningpeer review

Resumé

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.

OriginalsprogEngelsk
TitelEthical and Social Marketing in Asia : Incorporating Fairness Management
Antal sider32
ForlagElsevier
Publikationsdato19. feb. 2015
Sider1-32
ISBN (Trykt)9780081000977
ISBN (Elektronisk)9780081001042
DOI
StatusUdgivet - 19. feb. 2015
Udgivet eksterntJa

Fingeraftryk

Social marketing
Asia
Fairness
Ethical marketing
South-East Asia
Morality
South Asia
Marketers
General management
Marketing
Justice

Citer dette

Nguyen, B., & Rowley, C. (2015). Introduction to ethical and social marketing in Asia: Incorporating fairness management. I Ethical and Social Marketing in Asia: Incorporating Fairness Management (s. 1-32). Elsevier. https://doi.org/10.1016/B978-0-08-100097-7.00001-5
Nguyen, Bang ; Rowley, Chris. / Introduction to ethical and social marketing in Asia : Incorporating fairness management. Ethical and Social Marketing in Asia: Incorporating Fairness Management. Elsevier, 2015. s. 1-32
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Nguyen, B & Rowley, C 2015, Introduction to ethical and social marketing in Asia: Incorporating fairness management. i Ethical and Social Marketing in Asia: Incorporating Fairness Management. Elsevier, s. 1-32. https://doi.org/10.1016/B978-0-08-100097-7.00001-5

Introduction to ethical and social marketing in Asia : Incorporating fairness management. / Nguyen, Bang; Rowley, Chris.

Ethical and Social Marketing in Asia: Incorporating Fairness Management. Elsevier, 2015. s. 1-32.

Publikation: Bidrag til bog/antologi/rapport/konference-proceedingForord/efterskriftForskningpeer review

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Nguyen B, Rowley C. Introduction to ethical and social marketing in Asia: Incorporating fairness management. I Ethical and Social Marketing in Asia: Incorporating Fairness Management. Elsevier. 2015. s. 1-32 https://doi.org/10.1016/B978-0-08-100097-7.00001-5