Disruptive Events and Associated Discontinuities: A Macromarketing Prescription

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

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)


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 languageEnglish
Pages (from-to)441-448
Number of pages8
JournalJournal of Macromarketing
Issue number3
Early online date11 Dec 2020
Publication statusPublished - 1 Sep 2021
Externally publishedYes


Dive into the research topics of 'Disruptive Events and Associated Discontinuities: A Macromarketing Prescription'. Together they form a unique fingerprint.

Cite this