Research on marketing in society has become increasingly prevalent, as evident in many subgroups such as public policy and marketing (PPM), macromarketing, consumer economics, social marketing, marketing ethics, international consumer policy, Transformative Consumer Research (TCR), and the Subsistence Marketplaces Initiative (Wilkie and Moore 2012). PPM and TCR represent significant communities, with over 2,500 conference registrations over the past decade between them. The PPM and TCR communities have significant overlap in conference participants, research identity, and aspiration to make the world a better place, leaving many researchers confused about differences between the two communities. Given their cooperation, size, and publication history in the Journal of Public Policy & Marketing (JPP&M) we explore helpful distinctions in the approaches of these partner organizations while also demonstrating their complementarity. We start with a brief history of both communities and explain the key differences between them (for an overview, see Table 1). We then discuss two substantive current issues in “marketing in society”— vaccination and marijuana legalization—suggesting future research questions based on each perspective.

中文翻译：

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变革性消费者研究与公共政策和市场营销研究：不同但互补的方法

社会营销研究变得越来越普遍，这在公共政策和营销 (PPM)、宏观营销、消费者经济学、社会营销、营销伦理、国际消费者政策、变革性消费者研究 (TCR) 和生存市场倡议（Wilkie 和 Moore 2012）。PPM 和 TCR 代表着重要的社区，在过去十年中，它们之间有超过 2,500 次会议注册。PPM 和 TCR 社区在会议参与者、研究身份和使世界变得更美好的愿望方面有很大的重叠，这让许多研究人员对这两个社区之间的差异感到困惑。鉴于他们在《公共政策与营销杂志》（JPP& M) 我们探讨了这些合作伙伴组织方法的有益区别，同时也展示了它们的互补性。我们从两个社区的简要历史开始，并解释它们之间的主要区别（有关概述，请参见表 1）。然后，我们讨论了“社会营销”中的两个实质性当前问题——疫苗接种和大麻合法化——根据每个观点提出未来的研究问题。