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

Producción científica: Article › revisión exhaustiva

Resumen

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.

Idioma original	American English
Publicación	Journal of Macromarketing
Volumen	35
N.º	3
DOI	https://doi.org/10.1177/0276146714550994
Estado	Published - sept 1 2015

Disciplines

Public Relations and Advertising
Sociology
Marketing

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10.1177/0276146714550994Licencia: Unspecified

Citar esto

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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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