Business Commons^™

What Exactly Is Marketing And Public Policy? Insights For Jppm Researchers, J. Craig Andrews, Scot Burton, Gregory T. Gundlach, Ronald Paul Hill, Jeremy Kees, Richard G. Netemeyer, Kristen L. Walker

Marketing Faculty Research and Publications

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 …