A Challenge within Macromarketing: Global Disasters. (September 2019)

• Record Type: Journal Article
• Authors: Iacobucci, Dawn
• Is Part Of: Journal of macromarketing. Volume 39:Number 3(2019)
• Page Start: 334
• Page End: 338
• Publication Date: 2019-09
• Subjects: disaster -- recovery -- floods -- hurricanes -- tornados -- tsunami -- war -- marketing; Marketing -- Periodicals; Marketing -- Social aspects -- Periodicals; 658.802
• DOI: 10.1177/0276146719860212
• Languages: English
• ISSNs: 0276-1467

Abstract

This essay reflects on the burgeoning literature by marketing scholars in addressing various aspects of global disasters, from both natural and man-made causes. Marketing scholarship into elements of disaster management may be an example of a phenomenon in the "macro cross" posited by Peterson (2016). Disaster events are numerous and striking, with most comprising some element of consumption, hence, marketers might be well-poised to contribute to preparedness and recovery.