Proceedings of the 39th Annual Macromarketing Conference
Macromarketing Society, Inc.
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
Shultz, Clifford J.. Revisiting Marketing as Constructive Engagement: Linking Policies and Managerial Practices. Proceedings of the 39th Annual Macromarketing Conference, , : 725-726, 2014. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works,
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
© Clifford J. Shultz, 2014