市场营销视角社会公共问题研究的逻辑、范畴与方法——以JPP&M期刊文献为例
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外国经济与管理 2014 年 第 36 卷第 11 期, 页码：12 - 21
摘要
参考文献
摘要
传统公共管理学科在解决社会公共利益问题方面的局限性越来越明显。市场营销研究经历了从关注产品、关注顾客价值到关注社会公共价值的演进过程,而公共管理也经历了从公共政策实施到社会公共利益挖掘的演进过程,这些演变使得运用市场营销理论研究社会公共问题成为可能。本文以该领域的代表性期刊JPP&M上的文献为对象,分析了市场营销学界研究社会公共问题的范畴与方法,并为中国开展相关学术研究提供了一些建议。
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[3]AMA.AMA definition of marketing(2007)[EB/OL].http://www.marketingpower.com/Community/ARC/Pages/Additional/Definition,January 7,2013.
[4]Bahl S,Milne G R,Ross S M and Chan K.Mindfulness:A long-term solution for mindless eating by college students[J].Journal of Public Policy&Marketing,2013,32(2):173-184.
[5]Beales III J H and Kulick R.Does advertising on television cause childhood obesity?A longitudinal analysis[J].Journal of Public Policy&Marketing,2013,32(2):185-194.
[6]Brosius N,Fernandez K V and Cherrier H.Reacquiring consumer waste:Treasure in our trash[J].Journal of Public Policy&Marketing,2013,32(2):286-301.
[7]Dunn W N.Public policy analysis[M].Upper Saddle River,N J:Pearson Education,2010.
[8]Hill R P.Whither marketing and public policy research?Or has public policy and marketing come of age[J].Journal of Public Policy&Marketing,2011,30(1):86-88.
[9]Huang R and Yang M.Buy what is advertised on television?Evidence from bans on child-directed food advertising[J].Journal of Pub-lic Policy&Marketing,2013,32(2):207-222.
[10]Kraft M E and Furlong S R.Public policy:Politics,analysis,and alternatives[M].Washington,D C:CQ Press,2009.
[11]Lamberton C.A spoonful of choice:How allocation increases satisfaction with tax payments[J].Journal of Public Policy&Marketing,2013,32(2):223-238.
[12]Owen L,Lewis C,Auty S and Buijzen M.Is children’s understanding of nontraditional advertising comparable to their understanding of television advertising[J].Journal of Public Policy&Marketing,2013,32(2):195-206.
[13]Pechmann C and Silk T.Policy and research related to consumer rebates:A comprehensive review[J].Journal of Public Policy&Marketing,2013,32(2):255-270.
[14]Peltier J W,Skidmore M and Milne G R.Assessing the impact of gasoline sales-below-cost laws on retail price and market structure:Implications for consumer welfare[J].Journal of Public Policy&Marketing,2013,32(2):239-254.
[15]Smith N C,Goldstein D G and Johnson E J.Choice without awareness:Ethical and policy implications of defaults[J].Journal of Public Policy&Marketing,2013,32(2):159-172.
[16]Stewart D W.Reinventing marketing and public policy for the twenty-first century:An editorial statement[J].Journal of Public Policy&Marketing,2013,32(1):1-5.
[17]Umashankar N and Srinivasan R.Designing social interventions to improve newcomer adjustment:Insights from the indian sex worker community[J].Journal of Public Policy&Marketing,2013,32(2):271-285.
[18]Volkomer W.American government[M].New York:Pearson,2010.
[19]Wilkie W and Gardner D M.The role of marketing research in public policy decision making[J].Journal of Marketing,1974,26(6):38-47.
[20]Wilkie W and Moore E S.Scholarly research in marketing:Exploring the“4Eras”of thought development[J].Journal of Public Policy&Marketing,2003,22(2):116-146.
[21]Wilkie W and Moore E S.Advancing the study of marketing’s impacts on society:JPP&M as a key-stone of the academic infrastructure[J].Journal of Public Policy&Marketing,2011,30(1):56-58.
[22]Wilkie W and Moore E S.A larger view of marketing:Marketing’s contributions to society[A].in Murphy P E and Sherry Jr J F(Eds.).Marketing and the common good:Essays from notre dame on societal impact[C].New York:Routledge,2013:13-41.
[23]娄成武,田旭.中国公共政策仿真研究:现状、问题与展望——基于CNKI相关文献的统计分析[J].中国行政管理,2013,(3):24-29.
[24]邱伟华,余飞跃.公共政策科学分类与解决社会问题的逻辑框架[J].华东经济管理,2013,(1):146-149.
[25]章兴鸣.论公共部门营销在中国的应用[J].管理现代化,2012,(6):15-17.
[26]章兴鸣.转型期我国公共政策营销研究[J].现代经济探讨,2013,(5):43-46.
引用本文
张义, 范秀成. 市场营销视角社会公共问题研究的逻辑、范畴与方法——以JPP&M期刊文献为例[J]. 外国经济与管理, 2014, 36(11): 12–21.
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