Disruptive events and associated discontinuities: a macromarketing prescription

Hyman, M. R., Kostyk, A. and Shabbir, H. A. (2021) Disruptive events and associated discontinuities: a macromarketing prescription. Journal of Macromarketing, 41(3), pp. 441-448. (doi: 10.1177/0276146720979134)

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This essay discusses social disruptions, social discontinuities, and associated interventions by social marketers and public policymakers. Prescriptive touchpoints for such interventions are (1) mitigating social disruptions via phronetic marketing, (2) foreseeing and anticipating social disruptions and discontinuities via marketing futurology.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Kostyk, Dr Alena
Authors: Hyman, M. R., Kostyk, A., and Shabbir, H. A.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Macromarketing
Publisher:SAGE Publications
ISSN (Online):1552-6534
Published Online:11 December 2020
Copyright Holders:Copyright © 2020 The Authors
First Published:First published in Journal of Macromarketing 41(3): 441-448
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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