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Article
Publication date: 1 December 2001

Hans Buurma

Customer‐oriented governments may use marketing tools to match their policy “products” with citizens’ requirements. However, these tools are not based on exchanges since…

Abstract

Customer‐oriented governments may use marketing tools to match their policy “products” with citizens’ requirements. However, these tools are not based on exchanges since governments, apart from cost recovery, do not demand any reciprocation for their products. The concept of public policy marketing could enable governments to “sell” their policies to citizens, based on non‐commercial marketing exchanges specific to the context of public administration. Then, social behaviour should be considered citizens’ reciprocation contributing to social effects the government has aimed for. Thus public policy marketing, though not yet tested in practise, can be expected to improve the implementation of those governmental policies in which citizen conduct is critical to success.

Details

European Journal of Marketing, vol. 35 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 29 August 2018

Paul A. Pautler

The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the…

Abstract

The Bureau of Economics in the Federal Trade Commission has a three-part role in the Agency and the strength of its functions changed over time depending on the preferences and ideology of the FTC’s leaders, developments in the field of economics, and the tenor of the times. The over-riding current role is to provide well considered, unbiased economic advice regarding antitrust and consumer protection law enforcement cases to the legal staff and the Commission. The second role, which long ago was primary, is to provide reports on investigations of various industries to the public and public officials. This role was more recently called research or “policy R&D”. A third role is to advocate for competition and markets both domestically and internationally. As a practical matter, the provision of economic advice to the FTC and to the legal staff has required that the economists wear “two hats,” helping the legal staff investigate cases and provide evidence to support law enforcement cases while also providing advice to the legal bureaus and to the Commission on which cases to pursue (thus providing “a second set of eyes” to evaluate cases). There is sometimes a tension in those functions because building a case is not the same as evaluating a case. Economists and the Bureau of Economics have provided such services to the FTC for over 100 years proving that a sub-organization can survive while playing roles that sometimes conflict. Such a life is not, however, always easy or fun.

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Healthcare Antitrust, Settlements, and the Federal Trade Commission
Type: Book
ISBN: 978-1-78756-599-9

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Article
Publication date: 16 June 2021

Satyam Mishra and Bikramjit Rishi

Marketing tools used in public policy may not be purely commercial but based on non-commercial marketing exchanges also. This paper aims to make a case for the practice of…

Abstract

Purpose

Marketing tools used in public policy may not be purely commercial but based on non-commercial marketing exchanges also. This paper aims to make a case for the practice of social marketing principles to aid the context of public policy.

Design/methodology/approach

The approach is to draw out the key implementable learnings (KILs) from the analysis of the five public policy initiatives in the USA, India and Sri Lanka. A case situation with the context of child labour policy in India is proposed to use these KILs.

Findings

This paper concludes that the implementation of any policy is a challenging exercise and dependent on a large number of factors. However, KILs derived from successful social marketing programs deal with umbrella campaigns, prevailing socio-cultural environment, bottom-up communication, upstream approach to engage with stakeholders and targeted media advocacy could prove useful when the objective is to induce behaviour change as a part of the policy execution.

Originality/value

This paper evaluates the learnings from social marketing campaigns and their relevance to public policy programs. It also considers a case to demonstrate the application of the concept.

Details

Social Responsibility Journal, vol. 17 no. 6
Type: Research Article
ISSN: 1747-1117

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Article
Publication date: 18 August 2014

Ronald Savitt

– The purpose of this article is to revisit a forgotten classic in the marketing literature to provide a historical review of ET Grether’s 1966 book, Marketing and Public Policy.

Abstract

Purpose

The purpose of this article is to revisit a forgotten classic in the marketing literature to provide a historical review of ET Grether’s 1966 book, Marketing and Public Policy.

Design/methodology/approach

The approach combines a literature review with historical reflection by placing Grether’s work in historical context.

Findings

Marketing and Public Policy offered a framework for examining and evaluating marketing practices and public policy responses based on Grether’s mastery of a number of disciplines and his extensive research into public policy issues. His ideas are relevant to today’s world, especially in light of technological developments and shifts in our moral compass since the 1960s.

Originality/value

ET Grether was a two-time recipient of the American Marketing Association’s Paul D. Converse Award, Editor of the Journal of Marketing, President of the American Marketing Association and author of more than 100 articles and books. This is the first attempt to review what is arguably one of his most important publications, Marketing and Public Policy.

Details

Journal of Historical Research in Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 24 October 2018

Beatriz Casais and João F. Proença

The purpose of this paper is to examine health-related social advertisements to identify its use and evaluate its appropriateness to situational needs, such as epidemic…

Abstract

Purpose

The purpose of this paper is to examine health-related social advertisements to identify its use and evaluate its appropriateness to situational needs, such as epidemic dynamics and the context where it is implemented. The paper also discusses the barriers that policymakers face in creating these linkages.

Design/methodology/approach

In all, 375 national HIV/AIDS prevention television advertisements from France, Germany, Portugal and Italy were viewed and analyzed over time of production, exploring the sources, the target audiences and the messages delivered. This paper compares management choices with HIV epidemics in each country and their contextual profiles.

Findings

The findings of this paper indicate that social advertising concerned with HIV/AIDS prevention is commonly framed within public policies and does not usually target the most vulnerable and affected populations. Furthermore, social ads are reactive to epidemic dynamics. The existence of trade-offs between putting forward theoretical marketing recommendations and taking account of contextual fracturing issues or increasing stigma and discrimination are also considered.

Research limitations/implications

This paper is useful for public sector management because of the importance of evaluating the investments done to improve future strategies. The discussion about restrictions and concerns for policy-makers is important to improve management decisions.

Originality/value

This paper suggests the adoption of proactive public policies and proposes strategies to overcome the restrictions or concerns faced by policy-makers.

Details

Journal of Social Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 2042-6763

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Book part
Publication date: 17 September 2020

Dawn Iacobucci, Marcelo L. D. S. Gabriel, Matthew J. Schneider and Kavita Miadaira Hamza

This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer…

Abstract

This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.

Details

Continuing to Broaden the Marketing Concept
Type: Book
ISBN: 978-1-78754-824-4

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Article
Publication date: 20 September 2013

Ross Gordon

Social marketing scholars have posited that influencing policy makers, regulators, managers and educators can help address societal problems “upstream”. Applying “upstream…

Abstract

Purpose

Social marketing scholars have posited that influencing policy makers, regulators, managers and educators can help address societal problems “upstream”. Applying “upstream social marketing”, these groups can be treated as target audiences, and through use of marketing techniques, advocacy, stakeholder engagement, and informing evidence based policy making, their behaviour can be influenced to engender pro-social outcomes, for example through policy change. However, examples and guidance on how upstream social marketing can be effectively employed to successfully alter the structural environment is lacking. This article aims to unlock the potential of upstream social marketing by examining how it can be systematically employed.

Design/methodology/approach

The article examines the development of the upstream social marketing concept in the extant literature, and presents some guiding principles, before analysing the case study of minimum unit pricing of alcohol in Scotland. The failure to comprehensively employ upstream social marketing in this case is compared with the successful use of upstream social marketing in tobacco control.

Findings

The article suggests that heretofore, upstream social marketing has not always been systematically applied using social marketing principles. Guidance on upstream social marketing is presented, and thoughts on the trajectory of the concept for the future are offered.

Originality/value

The paper identifies guidelines for unlocking the potential of upstream social marketing, and suggests areas in which future research and writings are required to help develop the concept.

Details

European Journal of Marketing, vol. 47 no. 9
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 17 June 2020

Cheah Chee Wei, Norbani Che-Ha and Suhana Mohezar

This study discusses the evolution of supply chain and the growing importance of dual marketing strategies. To understand the concept of dual marketing, we present a…

Abstract

This study discusses the evolution of supply chain and the growing importance of dual marketing strategies. To understand the concept of dual marketing, we present a scenario faced by property developers in Malaysia on the impact of public policy on dual marketing strategy. This study is to uncover (1) the reasons why and how property developers adopt dual marketing strategy, (2) the impact of housing policy on the developers' dual marketing strategy and how they strategise to cope with the policy.

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Abstract

Details

Journal of Financial Regulation and Compliance, vol. 11 no. 2
Type: Research Article
ISSN: 1358-1988

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Article
Publication date: 25 January 2013

William L. Wilkie and Patrick E. Murphy

The purpose of this article is to present an inside look at the history of a little‐known but interesting initiative in the marketing field, one that involved the infusion…

Abstract

Purpose

The purpose of this article is to present an inside look at the history of a little‐known but interesting initiative in the marketing field, one that involved the infusion of marketing thought into public policy decision‐making in the USA. It aims to trace the interesting tale of how marketing academics came to be included in the activities of the US Federal Trade Commission (FTC) through the FTC's “Marketing Academic Consultancy Program” (MACP) during the 1970s. This story also aims to include descriptions of the contributions made by those marketing academics and how those scholars were later phased out of the FTC.

Design/methodology/approach

An autobiographical approach is used since each of the authors was personally involved in the MACP. As participants in the program and as scholars whose careers were thereafter tremendously affected by that participation, these personal accounts provide considerable insight into the impact on both FTC operations and on marketing academic thought itself.

Findings

Over the decade of the 1970s some 30 marketing academics participated in this program, with considerable impact on both FTC operations and on marketing academic thought itself. Reflecting positive impact within public policy, for example, was a massive increase in the FTC budget for marketing and consumer research activities – from essentially zero at the start of the program to some $ 1 million in 1978. Benefits also flowed back into academia, as this program formed a prime basis for the development of today's “Marketing and Society” research area.

Originality/value

Although there are histories of the FTC, this is an original, first‐hand account of a little‐known era during which marketing academics and public policy decision‐makers were given a unique opportunity to work together and learn from each other. It offers personal insights into the workings of this innovative program and the benefits that accrued for both the FTC and for the marketing discipline.

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