Megamarketing in The Post-Pandemic Era: Rebalancing Political and Social Power

Philip Kotler, Hermawan Kartajaya, Abdullah Alaydrus*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Amid globalization and digitalization, market access is relatively more difficult due to various obstacles caused by political and social forces. Large enterprises with limited control over regulation-making with values not in sync with the society experience difficulty accessing markets. Megamarketing represents an effort by business enterprises to counter closed market access by way of managing two “mega” forces: political and social power. The practice of megamarketing has considerably evolved with the changing times -- considering the increasingly significant role of society, preventive interventions, and political forces. Business enterprises can apply megamarketing by (1) better understanding the political and social landscape, (2) integrating relevant organizational functions, and (3) addressing the issues that restrict market access.

Original languageEnglish (US)
JournalJournal of Macromarketing
DOIs
StateAccepted/In press - 2021

Keywords

  • megamarketing
  • political power
  • protectionism
  • public affairs
  • social power

ASJC Scopus subject areas

  • Marketing

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