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

• Published in: Journal of macromarketing Vol. 41; no. 2; pp. 194 - 200
• Main Authors: Kotler, Philip, Kartajaya, Hermawan, Alaydrus, Abdullah
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.06.2021; SAGE PUBLICATIONS, INC
• Subjects: protectionism; social power; political power; megamarketing; public affairs

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. Megamarket...