TY - JOUR
T1 - Improvisational Provisioning in Disaster
T2 - The Mechanisms and Meanings of Ad Hoc Marketing Exchange Systems in Community
AU - Baker, Stacey Menzel
AU - Hill, Ronald Paul
AU - Baker, Courtney Nations
AU - Mittelstaedt, John D.
PY - 2015/9/1
Y1 - 2015/9/1
N2 - This article explores the logic underlying alternative marketing exchange systems in community and the conditions under which each operates. Through ethnographic work in a town impacted by a tornado, we observe how a local exchange system morphs and evolves to reveal the functions, mechanisms, and meanings of two different yet complementary exchange systems: a commercial marketing exchange system and an ad hoc marketing exchange system.
AB - This article explores the logic underlying alternative marketing exchange systems in community and the conditions under which each operates. Through ethnographic work in a town impacted by a tornado, we observe how a local exchange system morphs and evolves to reveal the functions, mechanisms, and meanings of two different yet complementary exchange systems: a commercial marketing exchange system and an ad hoc marketing exchange system.
U2 - 10.1177/0276146714550994
DO - 10.1177/0276146714550994
M3 - Article
SN - 1552-6534
VL - 35
JO - Journal of Macromarketing
JF - Journal of Macromarketing
IS - 3
ER -