Abstract
The immediate post war period saw a confidence in statist policy intervention. In the anglophone world this was particularly the case in Australia and Britain. The concept of policy sciences was developed as a multi-disciplinary, problem solving, explicitly normative approach to the under-standing and managing of the policy process. Disillusionment with state based approaches to policy solutions led to a rise of market-based policy solutions, and demise for the original policy sciences project. The original state-based policy tools were replaced by market-based policy tools. However, the market-based discipline of marketing has thus far not been explicitly included. This paper argues that marketing should be considered a policy science and has much to offer as a tool in the policy process.
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© 2015 Academy of Marketing Science
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McMahon, L. (2015). Marketing as a Policy Science: An Australasian View. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_94
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DOI: https://doi.org/10.1007/978-3-319-17356-6_94
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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