Marketing an End to War: Constructive Engagement, Community Wellbeing, and Sustainable Peace
Markets and marketing are integral to human welfare and survival. When used however for the purposes of war and other systemically violent conflict, they can be devastating and pose an existential threat to humanity. Drawing on experience in war-ravaged and recovering economies, the author examines a stream of research on marketing systems disrupted or destroyed by war. Some underlying conditions and predictors of war and its peaceful resolution are introduced, including social traps and their mitigation or elimination. An argument is revisited for marketing as a form of constructive engagement, which must be implemented to affect and to develop equitable and sustainable marketing systems, flourishing communities, societal wellbeing and sustainable peace. The article concludes with some considerations for further research.
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Shultz, Clifford J.
"Marketing an End to War: Constructive Engagement, Community Wellbeing, and Sustainable Peace,"
Markets, Globalization & Development Review:
2, Article 2.
Economics Commons, Marketing Commons, Other Business Commons, Political Science Commons, Public Affairs, Public Policy and Public Administration Commons
Clifford J. Shultz, II, is Professor and Charles H. Kellstadt Chair of Marketing at Loyola University Chicago. He holds a PhD from Columbia University. Cliff served as President for the International Society of Markets and Development (ISMD), two terms as Editor for the ‘Journal of Macromarketing’, and currently serves as President of the Macromarketing Society. He has published widely on marketing and development in war-ravaged, transitioning, and recovering economies. He has received numerous grants and awards for his research, teaching and service, and has been invited to administer development projects and to counsel universities, institutes, governments, NGOs and businesses on six continents.