Document Type

Conference Proceeding

Publication Date


Publication Title

Proceedings of the 39th Annual Macromarketing Conference



Publisher Name

Macromarketing Society, Inc.

Publisher Location

London, UK


Policies that initiate or support responsible micromarketing institutions and practices can be some of the most important catalysts to socioeconomic development and sustainable peace and prosperity, particularly in distressed or devastated political economies. Such polices and the accordant positive marketing forces might be considered a form of constructive engagement. The consideration of constructive engagement, including the idea that managerial marketing can be complementary to macromarketing, is gaining currency among some macromarketers, and is explored in this presentation. The author discusses some evolving successful cases from fieldwork in developing, devastated, transitioning and/or recovering economies.


2168 - 1481


Author Posting. Clifford J. Shultz, 2014. The article is posted here for personal use, not for redistribution. The definitive version was published in Proceedings of the 39th Annual Macromarketing Conference, (2014)

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

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