A macromarketing prescription for Covid-19: solidarity and care ethics

Shabbir, H. A., Hyman, M. R. and Kostyk, A. (2021) A macromarketing prescription for Covid-19: solidarity and care ethics. Journal of Macromarketing, 41(2), pp. 181-193. (doi: 10.1177/02761467211001544)

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Contextualized in the current pandemic, this essay discusses social marketing and public policy efforts from a ‘social solidarity and care ethics’ perspective. It presents a prototypical inclusivity-based approach for managing pandemics, with adaptive and maladaptive examples to show how the ‘social solidarity and care ethics nexus’ can and should ‘travel’ within and between societal strata. It positions this perspective as a form of phronetic polysemic marketing, and thus considers the complexity of pandemic sociopsychology and stresses the need for practical wisdom.

Item Type:Articles
Keywords:Social solidarity, care ethics, phronetic marketing, public policy, pandemic responses.
Glasgow Author(s) Enlighten ID:Kostyk, Dr Alena
Authors: Shabbir, H. A., Hyman, M. R., and Kostyk, 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:17 March 2021
Copyright Holders:Copyright © 2021 The Authors
First Published:First published in Journal of Macromarketing 41(2): 181-193
Publisher Policy:Reproduced in accordance with the publisher copyright policy

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