What Exactly Is Marketing and Public Policy? Insights for JPPM Researchers
本文为《公共政策与营销杂志》40周年纪念而作，厘清了政策、公共政策及市场营销与公共政策的概念，举例说明研究如何影响政策制定各阶段，并探讨政策来源及应用领域，旨在帮助研究者推动学科发展并改善社会。
In this article for the 40th Anniversary of the Journal of Public Policy & Marketing ( JPPM ), the authors first share what is meant by “policy,” “public policy,” and “marketing and public policy” for researchers in our field. The authors then offer examples of JPPM research informing policy across different stages of the policy-making process: problem identification, agenda setting, policy formulation, budgeting, implementation, and evaluation. They also discuss important sources of public policy (e.g., federal, state, and international agencies; self-regulation; the courts; nonprofits; society; industry standards; company policies; personal ethics) and their role in the marketing and public policy process. The authors then offer JPPM application examples (consumer protection; antitrust/competition; vulnerability; diversity, equity, and inclusion; nutrition labeling; addiction, cannabis, and antidrug research; tobacco warning labeling and education; and privacy and technology) and share ideas for developing research that contributes to the marketing and public policy discipline and in making a positive difference in society and people's lives.