Naslov
Some Macromarketing Thoughts on Natural and Human-induced Disasters

Autori
Shultz, Clifford J. II

Izvornik
Journal of macromarketing (0276-1467) 25 (2005); 2-3

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, izvorni znanstveni rad, znanstveni

Ključne riječi
Macromarketing Thoughts; Natural; Human-induced Disasters

Sažetak
The article presents the author's views about some macromarketing thoughts on recent natural and human-induced disasters The focus of macromarketing is big, complex, and systemic issues, the interplay of marketing and society, and ultimately, improvements to life quality for large numbers of stakeholders affected by marketing systems. Few, if any, recent events were/are bigger-with more complex arid systemic repercussions-than the War in Iraq and the tsunami that swept across the Indian Ocean. The former drags on at considerable human, economic, social, and political costs ; the latter devastated coastal regions of several countries and killed perhaps as many as 300, 000 people. Marketing systems can be extraordinarily complex, messy, flawed, difficult to assess and measure, and even incomprehensible to some observers ; they can include stakeholders who vehemently and sometimes violently disagree about how or whether the system should be managed. Precisely because the issues are big, complex, systemic, messy, and have profound and widespread repercussions for large numbers of people the world over, they are the stuff of macromarketing and macromarketers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA