A macromarketing prescription for Covid-19: solidarity and care ethics

Abstract

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.

Rights

This content is not covered by the Open Government Licence. Please see source record or item for information on rights and permissions.

Cite as

Downloadable citations

Identifiers

DOI

https://doi.org/10.1177/02761467211001544

Repository URI

http://eprints.gla.ac.uk/234952/