We write this editorial in the midst of a global pandemic. At the time of our writing in mid-May 2020, 215 countries and territories worldwide report over 5.4 million cases of the novel coronavirus (COVID-19) and more than 345,000 confirmed deaths; but given problems with available testing, those numbers are likely magnitudes higher (worldometer.info). Few, if any, people have been unaffected by the scale and scope of the virus or the far-reaching efforts deployed in attempt to reduce its spread. Estimates suggest that billions of people have been or are in lockdown, and many schools and businesses have been or remain closed to in-person activity (BBC 2020). Many establishments have shut their doors altogether. In this unprecedented time, effects of COVID-19 on most aspects of daily life have made salient myriad implications for marketing and public policy. While some of these diverse issues can be informed by extant marketing and policy-related research, others appear less understood, with the ramifications still coming into focus. As the Journal of Public Policy & Marketing (JPP&M) prepares to transition its editorship, our two teams have come together to offer insights about the COVID-19 pandemic at the intersection of marketing and public policy. We aimed to do this in two ways. First, we look to previous research featured in the Journal that directly informs marketing and public policy as relevant to our current reality and affected by COVID-19. We note that our Journal has long spoken to issues of disaster, consumer vulnerability, and pandemics and health risk, among other relevant and useful topics. Findings across these three particular themes, however, can especially help marketing researchers, public policy makers, marketing managers, consumers, and other affected constituencies as they navigate some of the complexities posed by the COVID-19 pandemic and its aftermath. Our second goal is to probe several of the most pressing issues that have emerged during the COVID-19 pandemic, which we believe warrant special attention. In the spirit of JPP&M’s editorial mission, we engaged a cross-disciplinary set of experts to include leading marketing scholars who conduct research in these specific areas, as well as scholars outside of marketing (e.g., medicine [Berry and Stuart 2020]; climate science [Mende and Misra 2020]), and practitioners (e.g., nonprofit agency managers and field officers [Bublitz et al. 2020]). The list of topics and authors is featured in Tables 1 and 2. We asked these scholars to provide us a brief commentary on how COVID-19 has created unique implications for their field of study based on what is known as of May 2020. We also incorporate input from the authors regarding specific public policy implications (Table 1) and future research questions (Table 2) from their research expertise at its intersection with COVID-19. We realize that the fluid and fast-moving nature of this pandemic and its various response efforts will continue to present additional policy implications and future research questions. Those outlined in Tables 1 and 2 should nonetheless provide an excellent starting point to inspire action and lead to future research. We continue now by looking to JPPM’s rich past to share understanding, then draw from the various commentaries for future-looking insights.

中文翻译：

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营销和公共政策交叉点的 COVID-19 大流行

我们在全球大流行期间撰写了这篇社论。截至 2020 年 5 月中旬撰写本文时，全球 215 个国家和地区报告了超过 540 万例新型冠状病毒 (COVID-19) 病例和超过 345,000 例确诊死亡病例；但考虑到可用测试的问题，这些数字可能要高得多（worldometer.info）。很少有人（如果有的话）不受病毒的规模和范围或为减少其传播而采取的深远努力的影响。据估计，数十亿人已经或正在被封锁，许多学校和企业已经或仍然无法进行面对面的活动（BBC 2020）。许多机构已经完全关门大吉。在这个前所未有的时代，COVID-19 对日常生活的大多数方面的影响对营销和公共政策产生了无数的显着影响。虽然现有的营销和政策相关研究可以为这些不同的问题中的一些问题提供信息，但其他问题似乎不太为人所知，其后果仍然成为关注的焦点。随着公共政策与营销杂志 (JPP&M) 准备转换其编辑，我们的两个团队齐聚一堂，在营销和公共政策的交叉点上提供有关 COVID-19 大流行的见解。我们的目标是通过两种方式做到这一点。首先，我们回顾了期刊中的先前研究，这些研究直接为与我们当前的现实相关并受 COVID-19 影响的营销和公共政策提供信息。我们注意到，我们的期刊长期以来一直在讨论灾难、消费者脆弱性、流行病和健康风险等问题，其他相关和有用的主题。然而，这三个特定主题的发现尤其可以帮助营销研究人员、公共政策制定者、营销经理、消费者和其他受影响的选区，因为他们应对 COVID-19 大流行及其后果带来的一些复杂性。我们的第二个目标是探讨 COVID-19 大流行期间出现的几个最紧迫的问题，我们认为这些问题值得特别关注。本着 JPP&M 编辑使命的精神，我们聘请了一组跨学科的专家，其中包括在这些特定领域进行研究的领先营销学者，以及营销以外的学者（例如，医学 [Berry and Stuart 2020]；气候科学[Mende 和 Misra 2020]）和从业者（例如，非营利机构经理和现场官员 [Bublitz 等人。2020]）。表 1 和表 2 中列出了主题和作者列表。我们要求这些学者根据截至 2020 年 5 月的已知情况，向我们提供关于 COVID-19 如何对其研究领域产生独特影响的简短评论。我们还结合作者在其与 COVID-19 交叉点的研究专业知识中就特定公共政策影响（表 1）和未来研究问题（表 2）提出的意见。我们意识到，这种大流行及其各种应对措施的流动性和快速发展性将继续带来额外的政策影响和未来的研究问题。尽管如此，表 1 和表 2 中概述的内容应该提供一个极好的起点来激发行动并引导未来的研究。