Two Decades of Contributions to Marketing and Public Policy: An Analysis of Research Published in Journal of Public Policy & Marketing

Abstract

The authors examine the first 20 years of Journal of Public Policy & Marketing (JPP&M) to understand the nature, influences, and impact of marketing and public policy research published in the journal. After discussing the history of JPP&M, the authors report three related sets of analyses based on all articles published since the journal's inception. Specifically, a content analysis examines the scope and depth of research topics over time. Next, publication analyses assess how various authors and institutions have influenced the field through publishing in the journal. Finally, a citation analysis shows the impact of JPP&M articles on research published in journals of related fields.

Expanding our understanding of marketing in society

“…Empirical studies were particularly encouraged, and many did appear in the ensuing years. An excellent overview of the earlier history of JPP&M (Sprott and Miyazaki 2002) reports that some 455 articles were published in the first 16 It may be that this is partially due to the "level of analysis" appropriate to a given issue. To illustrate, for most marketing strategists and many quantitative marketing scientists, adopting the managerial perspective means focusing on the firm: analyses of the societal issues may actually be dysfunctional for solving firm-level problems.…”

Applying Darwinian principles in designing effective intervention strategies: The case of sun tanning

“…All of these ubiquitous findings are consistent with the human mating module, as derived from evolutionary psychology. Sprott and Miyazaki (2002) recently conducted a content analysis of articles that were published in the Journal of Public Policy &Marketing between 1982 and. They concluded that the journal has had little influence outside of the marketing field.…”

From the Editor

“…A review can focus on a particular topic (e.g., Steenkamp and Ter Hofstede 2002;Stafford 2005;Chabowski, Mena, and Gonzalez-Padron 2011) or on the discipline as a whole (e.g., Sprott and Miyazaki 2002;Baumgartner and Pieters 2003;Pasadeos, Phelps, and Edison 2008). Yet, regardless of topical focus, the review should offer clear and specific future research directions that are timely, realistic, and achievable, because otherwise the review would not produce any actionable results in the reasonably near future.…”