A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics

Haseeb A. Shabbir; Michael R. Hyman; Alena Kostyk

doi:10.1177/02761467211001544

A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics

Haseeb A. Shabbir, Michael R. Hyman, Alena Kostyk

Research output: Contribution to journal › Article › peer-review

13 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	181-193
Number of pages	13
Journal	Journal of Macromarketing
Volume	41
Issue number	2
Early online date	17 Mar 2021
DOIs	https://doi.org/10.1177/02761467211001544
Publication status	Published - 1 Jun 2021
Externally published	Yes

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 3 Good Health and Well-being

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10.1177/02761467211001544Licence: Unspecified

Cite this

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AU - Hyman, Michael R.

AU - Kostyk, Alena

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KW - Pandemic responses

KW - Phronetic marketing

KW - Public policy

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ER -

A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics

Abstract

UN SDGs

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