Document Type

Article

Publication Date

3-1-2020

Publication Title

Journal of Macromarketing

Volume

40

Issue

1

Pages

128-143

Publisher Name

Sage

Abstract

The global refugee crisis reveals refugees and other forcibly displaced persons (FDP) are uniquely vulnerable consumers on a dynamic pathway precipitated by trigger events that have disrupted or fractured marketing systems requisite for safety and well-being, resulting in dangerous journeys to temporary or permanent settlements. The Syrian Conflict is introduced to contextualize the challenges along the pathway and to show that a more Humanitarian Marketing System, spanning time, space and other systems, brings opportunities for governments, NGOs and businesses to cooperate and to provide FDP with resources, which enhance connectedness, reduce vulnerabilities and suffering, illuminate good practices and enable FDP to flourish when resettled. The authors discuss research-opportunities to facilitate further understanding, to develop and repair marketing systems, and to enhance the well-being of FDP and other stakeholders of the crisis.

Comments

Author Posting © The Authors, 2020. This is the author's version of the work. It is posted here by permission of the Authors for personal use, not for redistribution. The definitive version was published in Journal of Macromarketing, Volume 40, Issue 1, March 2020. https://doi.org/10.1177/0276146719896390

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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