Skill UI

This guide helps authors structure and explicitly articulate the dual mandate of marketing research: its substantive academic advance and its practical, actionable managerial or policy relevance. It moves beyond merely proving incremental findings, teaching how to frame the 'so what' for both scholars and industry practitioners.

This guide helps authors strategically position their academic manuscript within the specialized scope of the Journal of Public Policy & Marketing (JPP&M). It teaches how to situate the research by addressing three key areas: the established marketing-and-policy canon, the specific disciplinary literature, and the current regulatory record. It also provides techniques to clearly differentiate the contribution from similar fields (e.g., consumer psychology or general policy journals), ensuring the gap is decision-relevant for policymakers.