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dc.contributor.authorDomegan, Christine
dc.contributor.authorBrychkov, Dmitry
dc.contributor.authorMcHugh, Patricia
dc.contributor.authorMcNamara, Aine
dc.contributor.authorHarkin, Katharine
dc.contributor.authorFitzgerald, Christine
dc.contributor.authorO'Donovan, Diarmuid
dc.description.abstractMacromarketing provides the conceptual ground to understand marketing dynamics in a systems setting. Social marketing offers an implementation platform through which collective behavioral change may be accomplished. Qualitative system mapping from systems thinking delivers potentially powerful tools for macromarketing and social marketing in their non-linear causality pursuits. The central theme of the paper is to unveil the marketing dynamics of a complex problem. A MAS informed social marketing systems approach is presented through an inter-disciplinary case study to address the complex challenge of increasing influenza vaccination rates in a hospital systems setting. We identify the dominant behavioral and structural dynamics blocking the desired collective behaviors which present potential opportunities to interrupt the system’s current trajectory. We capture the paradoxically contradicting group choices to systemic outcomes. We show how highly participatory understandings can act as the basis for integrated multilevel, multi-stakeholder interventions to alter the evolutionary patterns over time and space in a system. We conclude that the listening, learning and leveraging processes of undertaking qualitative marketing systems dynamics mapping for collective behavioral change are a potent way forward.
dc.publisherSage Publications Ltd
dc.relation.ispartofjournalJournal of Macromarketing
dc.subject.fieldofresearchOther Educationen_US
dc.subject.fieldofresearchHistorical Studiesen_US
dc.subject.keywordsSocial Sciencesen_US
dc.subject.keywordsBusiness & Economicsen_US
dc.subject.keywordsbehavior changeen_US
dc.subject.keywordsmarketing systemsen_US
dc.titleMarketing systems: A Listen, Learn, Leverage Framework
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationDomegan, C; Brychkov, D; McHugh, P; McNamara, A; Harkin, K; Fitzgerald, C; O'Donovan, D, Marketing systems: A Listen, Learn, Leverage Framework, Journal of Macromarketing, 2020, 40 (3), pp. 380-395
gro.hasfulltextNo Full Text
gro.griffith.authorDomegan, Christine

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