Marketing Tactics for Nonprofit Disaster Management: A 7T Framework for Community Resilience

Disaster management, a critical issue for human life, significantly influences production, consumption, and social resilience. This research proposes a nonprofit disaster management adaptation of marketing mix logic through a 7T framework. Drawing from the marketing mix concept, a 7T framework is developed grounded in community resilience, victim-centered value creation, and the public good, and criteria were analyzed with the Best-Worst Method. The findings show that the priorities in disaster management are primarily basic goods and services followed by distribution and rapid communication. The study provides a practical roadmap for nonprofit sector in terms of building public trust in disaster processes. Ultimately, the transformative role of marketing discipline in going beyond commercial objectives to generate social good and resilience is emphasized.