City Research Online

A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics

Shabbir, H. A. ORCID: 0000-0001-7423-174X, Hyman, M. R. & Kostyk, A. (2021). A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics. Journal of Macromarketing, 41(2), pp. 181-193. doi: 10.1177/02761467211001544


Contextualized in the current pandemic, this essay discusses social marketing and public policy efforts from a ‘social solidarity and care ethics’ perspective. It presents a prototypical inclusivity-based approach for managing pandemics, with adaptive and maladaptive examples to show how the ‘social solidarity and care ethics nexus’ can and should ‘travel’ within and between societal strata. It positions this perspective as a form of phronetic polysemic marketing, and thus considers the complexity of pandemic sociopsychology and stresses the need for practical wisdom.

Publication Type: Article
Additional Information: Reuse is restricted to non-commercial and no derivative uses.
Publisher Keywords: social solidarity, care ethics, phronetic marketing, public policy, pandemic responses
Subjects: H Social Sciences > H Social Sciences (General)
R Medicine > R Medicine (General)
Departments: Bayes Business School > Management
SWORD Depositor:
[thumbnail of 234952.pdf]
Text - Accepted Version
Download (424kB) | Preview


Add to AnyAdd to TwitterAdd to FacebookAdd to LinkedinAdd to PinterestAdd to Email


Downloads per month over past year

View more statistics

Actions (login required)

Admin Login Admin Login