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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Abstract
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 |
|---|---|
| Status: | Published |
| Refereed: | Yes |
| 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: | 0276-1467 |
| 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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