营销分析和公共政策的未来

IF 5.1 3区管理学 Q1 BUSINESS

Journal of Public Policy & Marketing Pub Date : 2021-10-01 DOI:10.1177/07439156211042372

Brennan Davis, Dhruv Grewal, Steve Hamilton

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引用次数: 10

摘要

本期特刊的目的是鼓励分析学在市场营销和公共政策研究中的新兴作用。我们提请注意大量的综合数据来源和分析技术，解决重要的公共政策和营销问题。我们强调了为这种追求提供富有成效的途径的六个关键领域:零售分析、社交媒体分析、营销组合分析、服务(包括医疗保健、非营利组织和政治)以及人工智能和机器人技术。我们还提供了本特刊中包含的各种文章和评论的概述，我们鼓励未来在基础分析方法，实质性发现和理论发现的基础上进行研究。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Future of Marketing Analytics and Public Policy

The purpose of this special issue is to encourage the emerging role of analytics in marketing and public policy research. We draw attention to a multitude of comprehensive data sources and analytical techniques that tackle important public policy and marketing issues. We highlight six key domains that provide fruitful avenues for such pursuit: retail analytics, social media analytics, marketing mix analytics, services including healthcare, nonprofits and politics, and artificial intelligence and robotics. We also offer an overview of the various articles and commentaries that are included in this special issue, and we encourage future research building on the underlying analytics approaches, substantive findings, and theoretical discoveries.

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来源期刊

Journal of Public Policy & Marketing BUSINESS-

CiteScore

10.20

自引率

15.40%

发文量

期刊介绍： Journal of Public Policy & Marketing welcomes manuscripts from diverse disciplines to offer a range of perspectives. We encourage submissions from individuals with varied backgrounds, such as marketing, communications, economics, consumer affairs, law, public policy, sociology, psychology, anthropology, or philosophy. The journal prioritizes well-documented, well-reasoned, balanced, and relevant manuscripts, regardless of the author's field of expertise.