Disruptive Events and Associated Discontinuities: A Macromarketing Prescription

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

doi:10.1177/0276146720979134

Disruptive Events and Associated Discontinuities: A Macromarketing Prescription

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

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

7 Citations (Scopus)

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.

Original language	English
Pages (from-to)	441-448
Number of pages	8
Journal	Journal of Macromarketing
Volume	41
Issue number	3
Early online date	11 Dec 2020
DOIs	https://doi.org/10.1177/0276146720979134
Publication status	Published - 1 Sep 2021
Externally published	Yes

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Cite this

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KW - Social marketing

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Disruptive Events and Associated Discontinuities: A Macromarketing Prescription

Abstract

UN SDGs

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