Disruptive Events and Associated Discontinuities: A Macromarketing Prescription

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

Abstract

© The Author(s) 2020. 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.

Citation

Hyman, M. R., Kostyk, A., & Shabbir, H. A. (2021). Disruptive Events and Associated Discontinuities: A Macromarketing Prescription. Journal of Macromarketing, 41(3), 441-448. https://doi.org/10.1177/0276146720979134

• Journal Article Type: Article
• Acceptance Date: Dec 2, 2019
• Online Publication Date: Dec 11, 2020
• Publication Date: Sep 1, 2021
• Deposit Date: Jan 13, 2021
• Publicly Available Date: Jan 14, 2021
• Journal: Journal of Macromarketing
• Print ISSN: 0276-1467
• Electronic ISSN: 1552-6534
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• Volume: 41
• Issue: 3
• Pages: 441-448
• DOI: https://doi.org/10.1177/0276146720979134
• Keywords: Social disruption; Social discontinuity; Phronetic marketing; Social marketing; Public policy
• Public URL: https://hull-repository.worktribe.com/output/3682135
• Publisher URL: https://journals.sagepub.com/doi/10.1177/0276146720979134
• Related Public URLs: http://eprints.gla.ac.uk/226627/