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Disruptive Events and Associated Discontinuities: A Macromarketing Prescription

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


Michael R. Hyman

Alena Kostyk

Haseeb A. Shabbir


© 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.


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

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
Keywords Social disruption; Social discontinuity; Phronetic marketing; Social marketing; Public policy
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