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Publication Title

Journal of Macromarketing







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SAGE Journals


Through this longitudinal study of a historically significant, complex, conflicted and evolving macromarketing space, Bosnia’s Arizona Market, the authors reveal that marketing systems are not merely random artifacts of human behavior; rather, they are adaptive, purposeful, can be pernicious and/or provisioning, and ultimately—if they are to reflect our humanity—must be well integrated into other prosocial systems to affect the best possible outcomes for all stakeholders. By engaging with a marketing system in a post-conflict, divided society, we are better able to understand the genesis and evolution of markets and marketing systems; the relationships among war economy, peace accords, and the ways that post-war marketing systems create community, provide for community needs, and create new vulnerabilities for some community members. The authors conclude with a discussion of implications for sustainable peace and prosperity in Bosnia and in other post-conflict marketing systems, and suggestions for future research.


Author Posting. © The Author(s), 2017. This is the author's version of the work. It is posted here by permission of SAGE Journals for personal use, not for redistribution. The definitive version was published in Journal of Macromarketing, Volume 37, Issue 3, June 14, 2017.

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

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