Improvisational Provisioning in Disaster: The Mechanisms and Meanings of Ad Hoc Marketing Exchange Systems in Community

Stacey Menzel Baker; Ronald Paul Hill; Courtney Nations Baker; John D. Mittelstaedt

doi:10.1177/0276146714550994

Improvisational Provisioning in Disaster: The Mechanisms and Meanings of Ad Hoc Marketing Exchange Systems in Community

Stacey Menzel Baker
, Ronald Paul Hill
, Courtney Nations Baker
, John D. Mittelstaedt

University of North Florida

University of Wyoming
Villanova University

Research output: Contribution to journal › Article › peer-review

Abstract

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.

Original language	American English
Journal	Journal of Macromarketing
Volume	35
Issue number	3
DOIs	https://doi.org/10.1177/0276146714550994
State	Published - Sep 1 2015

Disciplines

Public Relations and Advertising
Sociology
Marketing

Access to Document

10.1177/0276146714550994License: Unspecified

Cite this

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title = "Improvisational Provisioning in Disaster: The Mechanisms and Meanings of Ad Hoc Marketing Exchange Systems in Community",

abstract = "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.",

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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.

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