Marketing systems: A Listen, Learn, Leverage Framework

No Thumbnail Available
File version
Author(s)
Domegan, Christine
Brychkov, Dmitry
McHugh, Patricia
McNamara, Aine
Harkin, Katharine
Fitzgerald, Christine
O'Donovan, Diarmuid
Griffith University Author(s)
Primary Supervisor
Other Supervisors
Editor(s)
Date
2020
Size
File type(s)
Location
License
Abstract

Macromarketing 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.

Journal Title

Journal of Macromarketing

Conference Title
Book Title
Edition
Volume

40

Issue

3

Thesis Type
Degree Program
School
Publisher link
Patent number
Funder(s)
Grant identifier(s)
Rights Statement
Rights Statement
Item Access Status
Note
Access the data
Related item(s)
Subject

Other Education

Historical studies

Social Sciences

Business & Economics

behavior change

marketing systems

Persistent link to this record
Citation

Domegan, 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

Collections